The idea of selling the courageous message of a brand, as opposed to a product, intoxicated these CEOs, providing as it did an opportunity for seemingly limitless expansion. After all, if a brand was not a product, it could be anything. [Naomi Klein, No Logo, 22]
The BwO is what remains when you take everything away. What you take away is precisely the phantasy, and significances and subjectifications as a whole. [Deleuze and Guattari, A Thousand Plateaus, 168]
My first guilty feeling in putting these quotes beside each other is that it’s a cheap-shot, or a lazy shot at least. No Logo was one of those Important Books of the noughties, but we have – it would seem – so completely absorbed everything it says that we can afford to be dismissive and cynical about it. Having a copy of it on your bookshelf is an invitation for a masochistic circle-jerk of the right-on. Naomi Klein as the Alain de Botton of the left. Continue reading