Rating: 
Summary: Cosmetic Criticism
Review: Klein's is a cosmetic critique, thus not a critique at all, (a critique of the surface is naturally vulnerable to becoming surface itself), though you might say it was "on the right track" if you were feeling generous. Klein takes aim at the most obvious and visible symptoms of spectacular capitalism ... Capitalism, a system which is a permanent war on new markets, must itself be rooted out in order to eliminate the impetus for the commodity advertising and branding that was once, tragically, a real battle for the governance of human desire, and is now, farcically, a mindless replay of that battle already won...a maintenance project...a sick habit.
Rating: 
Summary: Misguided
Review: No, no, no! brands protect consumers - not control them. The market determines who wins and who loses and it is us - the consumer - who decide this, not big "corporations." The real issue thatMs. Klein is complaining about is modernity. We live in a highly complex, large scale society and economy. We can not have the high standard of living and highest per capita income AND small scale, "Main Street USA" capitalism at the same time. It's impossible. Also, the consumer is much more "free" than is implied here. I manage an office where CNBC is on all day long and where there are many people of various ages. We sit in close quarters and I can say that first, the U.S. consumer is massively skeptical of what he sees and hears and he is the master of what he chooses to buy. No one is forcing Coca Cola down these people's throats. Books like this remind me of the French philospher Rousseau who wrote about the "Noble Savage," i.e. that life was "purer and more nobler" BEFORE civilization. Or the endless "nostalgia" for some idyllic American past of small farms and towns. But, you know what, life for the "Noble Savage" was short, brutal and full of disease, loss and violence. And life on the small farm - with minimal mechanization or access to finance - or even the internet was very, very tough. And the small corner store where you knew the owner and he purchased his products from people he knew? Well his prices were much, much higher (inflation adjusted and relatively) than what we now pay at Costco. And who decided to stop shopping at the corner store? The consumer. And as for sweat shops in the third world? Well it is the activity of consumers who have gotten corporations to change their policies, not the other way around. And as for working conditions, wages and regulations in thrid world countries, it must be remembered that these countries are not even close to the sophistication, wealth or ability of the U.S.A. Forcing these countries to adopt first world rules and regulations equals one thing: job loss and poverty for millions of people to satisfy the whim of a first worlder sipping her coffee as she drives about in her Range Rover. Now I am not arguing that we should encourage "exploitation" in the third world but rather that we should be more clear about what represents a "fair wage" and "fair working conditions." A fair wage in India is not the same dollar amount as a fair wage in Texas. That being said, it is in our power as consumers to coninually urge coporations to improve their practices all the while encouraging employment and development in the third world.
In any case, we as consumers control the brands, and just as brands emerged and propspered because we bought them (not the other way around), they will continue to change and reflect OUR desires and needs.
Rating: 
Summary: Think, people, think
Review: This book is extremely persuasive - Klein never actually says that any form of advertising is evil per se, does she? She merely points out the near-homogeny in which we live. No problem. The book is easily readable (ish) and thought-provoking (although a little repetitive in places). The main thing I took from it was that we shouldn't be taken in by the glitz of Nike, Gap - the practices they indulge in may make economic sense, but they are still WRONG, and we should think twice before turning ourselves into walking adverts for these unethical companies. It's not a case of being "brainwashed", merely seeing the other side of the coin, and the negative effects of globalisation. Sure, it may help the lucky few, for for many, it has had a catastrophic effects on their lives. This book is important and I would urge anyone with a conscience or an interest in human rights, capitalism etc., to read it.
Rating:
Summary: Major flaw in growth rate analysis
Review: With in a few pages of this book I found a glaring error that somewhat negates Kliens argument. I'm refering to the claimed "astronomical" increase in advertising by corporations over 19 years. Klien shows a graph of year versus advertising expense (in billions). It starts at 50 billion (in the mid 70's) and grows to just under 200 billion in the late 1990s' (1996 I think). Anyway any first year finance student with a financial calculator can calculate what kind of increase this is. (ie present value = 50, future value = 195, n= 19 solve for interest) This calculation gives compounding annual percent increase of about 7.5 %. This, dear Naomi, is not by any stretch of imagination, is an "astronomical" rate of increase. It is essentially the rate of inflation. This is what would expect for any company that their expenses would rise with inflation. Note that share price growth rates far outstripped these advertising expenses. Infact looking at her figure (1.1 i think) you see that advertising costs basically followed the economic cycle with less spent in reccessions and more in the good times. You could draw a similar graph for wages expense etc. etc. Unfortunately the arguments constructed on the basis of "astronomical" increases of advertising expenses are therefore wrong as they as based on an incorrect premise.This glaring bit of ignorance on the authors part causes the reader to question how else other data and information is incorrectly presented or mistakenly interpreted. To be credible the journalist/researcher/Naomi has to take a dispassionate stance and see what the numbers are actually saying rather than what you want them to say. Any thing less, and your fooling yourself and misleading your readers. I'm not finished the book yet and I hope not to find another howler like this or I won't bother to keep going. Ps. I'm finding the book interesting, I'm just very dissapointed in such a dreadful error in logic occurring so early in the book.
Rating:
Summary: Lay off Phil Knight
Review: Ironically I read this book on a beach in Thailand that was completely unspoilt by the big, bad corporations that the book goes after, but I still found it totally uninspiring. There I was expecting to be completely outraged by the moral injustices that these companies commit and subject the consumer to and I found myself really rooting for Phil Knight, the Nike CEO who is constantly barraged by Naomi's criticisms. The annecdotes in this book are quirky and amusing, beyond that it fails due to the fact that the author's argument is so obviously biased and one-sided. Essentially this book is interesting in parts but flawed - Naomi should have done a bit more research. She gave us "NO CHOICE" but to swallow her argument.
Rating: 
Summary: In-depth look at the dark side of our modern global economy
Review: A tremendous amount of research and analysis has gone into this informative study of the dark secrets behind the brands that dominate our lives in Western society. The neglect and deliberate lack of social responsibility, both alarming and disturbing, that has become a central element to the maufacturing and business activities of some of the world's largest and most recognizeable brand names is staggering. How can these self-proclaimed leaders of our economy be so callous? Klein details their motivation and the evolution of such nefarious practices, as well as the collusion of corrupt and greedy local authorities in developing nations, which serve to sustain and propogate such injustice. On the flip side, Klein offers hope through her exaustive examination of the counter-movements that have to a degree succeeded in keeping the rampant exploitation of the afore-mentioned multinationals in check and on their toes. The book is written in an open and accessible tone, with down-to-earth interpretations of the patterns of disdain for labourers and their rights as well as for the environment and our planet's dimishing natural resources, all in an unrelenting quest to reinforce the brand name and dominate the market share. I for one will never look at brand logos such as the Nike swoosh, the same again. For that matter, thanks to this important and timely book, I will carefully monitor such questions as freedom of expression and the control that such corporations as Wal-Mart have on the content of what we as consumers have access to.
Rating:
Summary: Read This then another equally disturbing book
Review: Read this book, then read the Big Black book of Communism and then form your opinion of the "Brand Bullies." The crimes commited by the Marxist-Leninists, Trotskyist, Stalinists and Maoists are unimaginably greater and more heinous then anything the Multi-Nationals have done. In fact, there not even in the same ballpark. And the old theory "good lenin/trotsky, bad stalin" is another horrible fable that cannot stand critical examination.
Rating:
Summary: Subliminal advertising forced me to read it
Review: No, Naomi doesn't like capitalism very much, and no, she doesn't waste any time on the benefits of free markets. But this is a hugely intelligent, insightful, and comprehensive exploration of corporations, marketing, and branding. It's worth reading if you're interested in where mass marketing is heading, and essential if you work in the field. Naomi's sins are all of omission, never exageration, which makes it a terrific book no matter which side of the political fence you read it from.
Rating:
Summary: Very important book
Review: This book is for anyone who feels unsettled by the corporate agenda gulping up the culture of the entire world, not sparing education, the environment, local identity, etc. With eye-opening examples, Klein informs the reader of everything from the approval of dangerous pharmaceutical products due to corporate sponsorship of universities (and the firings of whistleblowers who seek to inform the public of such dangers), to the support of authoritarian governments when it suits a corporate agenda. Witness the recent cozying up of Rupert Murdoch's media empire to the Chinese government. Censorship? Coming right up! "No Logo", written in the late '90s, is proving to be very prescient. This week I read in the news that two teenage boys are offering their entire lives to First USA in exchange for a college education (they are becoming walking advertisements, bringing the company up in every conversation and only wearing clothing with the company logo), and that a family is offering corporations the chance to name their infant in exchange for some money to build a house. Identity has become the choice between Crest and Colgate.
Rating:
Summary: This author needs to go back to school
Review: Ms. Klein needs to go back to school to take some basic courses in economics and marketing. Her anti-capitalist and anti-corporate ranting betrays a great lack of knowledge in marketing and economic theory. This book is great for the "I hate Nike" and "Down with Starbucks" crowd. Nike and Starbucks and the like are "guilty as charged" for buying labor and coffee beans at market prices. They are also "guilty as charged" for offering employment to people in poor countries--people who would have no work at all if not for these well known companies. Ms. Klein doesn't get that people want brands because it offers them an assurance of quality and reliability that non-branded products may not have. If you want to learn about the uninformed attitudes of the anti-GAAT crowd, read this book. If you want to learn more about marketing, economics, etc. don't waste your time and money.
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