 www.araustralia.org |
Alternative Radio (Aust.) PO Box 780 Morwell Victoria 3848 Australia tel. 61-3-5134-8556 mob. 61-413-597-828 inquiries@araustralia.org |
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www.araustralia.org |
Alternative Radio (Aust.) PO Box 780 Morwell Victoria 3848 Australia tel. 61-3-5134-8556 mob. 61-413-597-828 inquiries@araustralia.org |
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The growth in the power and reach of multinational corporations can be traced to the idea developed by management theorists in the mid-1980s that corporations must primarily produce brands, as opposed to products. The Nikes and Hilfigers took the cue. Riding the wave of so-called trade liberalisation they moved manufacturing overseas to low wage countries. They no longer owned the means of production. It was literally unimportant. The new economic model poured money into marketing and sponsorship. Uberbranding from caps and shirts to schoolbooks and sporting arenas became the operative mode. Activists from Prague to Melbourne are resisting, saying "No Logo!"
Naomi Klein, an award-winning journalist, is a columnist for The Toronto Star, Canada's largest newspaper. She was editor of This magazine. She travels extensively tracking anti-corporate activism. Her No Logo Taking Aim at the Brand Bullies is a best seller.
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