No logo: El poder de las marcas

No logo: El poder de las marcas

by Naomi Klein, Alejandro Jockl

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Cómo pasó Bill Gates de trabajar en un garaje a convertirse en un magnate mundial? ¿Por qué el nombre de Nike suele identificarse con el trabajo clandestino y la explotación laboral? ¿Por qué algunas de las marcas más respetadas del mundo se están viendo acosadas por virulentas campañas en su contra? ¿Qué significa todo esto en el contexto del marketing actual y de la globalización? ¿Y qué nos dice sobre el futuro de nuestras comunidades y del mundo en que vivimos? Este libro es, a partes iguales, fruto de la investigación periodística y de la observación de nuestro entorno comercial. Su misión, en principio, es explicar la irritación que amplios sectores de la sociedad están empezando a sentir contra las grandes marcas, así como demostrar que las multinacionales han militarizado a sus oponentes. Pero, de paso, nos invita a un periplo fascinante: desde las más lujosas tiendas de ropa de las grandes ciudades a ciertos talleres de Indonesia en los que el trabajo se convierte en degradación, desde los grandes centros comerciales estadounidenses hasta los cuarteles de los activistas que atentan contra las vallas publicitarias o de los piratas informáticos que han declarado la guerra a las multinacionales que violan los derechos humanos en Asia. A través de un enfoque lúcido y honesto, Naomi Klein desenmascara a la llamada «nueva economía» y desvela el modo en que ha incumplido todas sus promesas. Y para ello no sólo utiliza anécdotas siempre provocativas y a menudo hilarantes, sino que también nos descubre minuciosamente las razones de ese nuevo activismo contra las grandes empresas, un movimiento a escala mundial que ya se está convirtiendo en una verdadera fuerza sociopolítica con la que habrá que empezar a contar.

Product Details

ISBN-13: 9788449330391
Publisher: Grupo Planeta
Publication date: 04/15/2014
Sold by: Planeta
Format: NOOK Book
File size: 2 MB

About the Author

Naomi Klein (Montreal, 1970), periodista galardonada con varios premios y colaboradora habitual en The Nation y en The Guardian, Naomi Klein es la autora del best-seller internacional, No Logo: El poder de las marcas (Paidós), con más de un millón de ejemplares vendidos en todo el mundo y que ha sido traducido a 28 idiomas. Tras el éxito de No Logo, en 2002 publicó una recopilación de sus ensayos y trabajos periodísticos, Vallas y ventanas: despachos desde las trincheras del debate sobre la globalización (Paidós). Dos años después, en 2004, estrenó The Take, un documental cinematográfico sobre las fábricas ocupadas en Argentina, coproducido con el director Avi Lewis. Este documental estuvo en la selección oficial de la Bienal de Venecia y obtuvo el Premio del Jurado al Mejor Documental en el Festival de Cine de Los Ángeles, del American Film Institute. Durante este mismo año, Klein fue galardonada con el premio James Aronson al Periodismo de Justicia Social por sus reportajes desde Irak, publicados en Harper’s Magazine. Naomi Klein ha sido titular de la cátedra Miliband en la London School of Economics y es doctora honoris causa en Leyes por la Universidad de King’s College, de Nova Scotia. Alcanzó el puesto undécimo, el más alto logrado por una mujer, en el Sondeo Global de Intelectuales, un listado de los intelectuales más relevantes del mundo que confecciona la revista Prospect junto con la revista Foreign Policy.

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No Logo 3.9 out of 5 based on 0 ratings. 14 reviews.
Guest More than 1 year ago
This book conveys two prominent messages. First of all, Naomi Klein minces no words in her often scathing analysis of the corporate world. Without a doubt, a good half of the book is dedicated to trashing brand names and exposing various tricks and scandals they use to come to power. The rest of it is almost slavishly devoted to the supposedly growing under our noses. Both these messages are conveyed in a very well organized format within the book. Four chapters, ¿No Space¿, ¿No Choice¿, ¿No Jobs¿ and ¿No Logo¿, outline the context of Klein¿s thesis in a surprisingly clear manner. The first part 'No Space' is given over to describing corporate takeover and branding, while the last 'No Logo', and by far the largest, is taken up by various corporate resistance movements and activities. Though the pages are often drenched in opinions, No Logo could easily be used in a classroom environment, especially in the sociological genre. The facts and point of interest presented are broad, often covering the entire world, yet at the same time, remarkably subtle, going down to as far as the average sweatshop workers at times. In summary, this book comes recommended, if not highly. Anyone interested in learning about corporate takeover and branding methods would be advised to read it, or, on the opposite side of the spectrum, anyone looking to attempt to sabotage the said corporations would be recommended to read this. The only real weaknesses of the book are the sometimes overstatement of facts and Klein¿s almost smug opinions dominating some pages. Otherwise, it is a worthwhile read.
Guest More than 1 year ago
This book has opened my eyes into the hidden world of consumerism. The excellent narrative and insightful critique presents by Ms. Klein dispell the branding myth of giant like Nike, instead she give us the truth. The picture painted here is not pretty for many of us and it scare me to think that this really happen. I highly recommend this book to anyone. Be prepare for some harsh reality about your own branded life.
jaygheiser on LibraryThing More than 1 year ago
Disturbing book in many ways. Although I do think that there are times when she exaggerates, and is a bit sloppy in casting blame, some of her major themes are very much in synch with concerns that I've been developing over a period of years. The loss of public space and the domination of cultural discourse on the part of global brands, resulting in a loss of choice, is one issue that has been increasingly painful for me to witness. You travel the world, and end up right where you left, in a homogenous, consumerized culture of global blandness. In exchange for the generation of brand loyalty, global corporations are forcing small business out of business, and taking jobs away from loyay employees. Ultimately, the extent to which sweat shop countries outgrow this phase is not something she is willing to deal with (consider the overall advances in economic well being made in South Korea). The book forshadows many of the themes from Dreher's "Crunchy Cons" book (which does not index Klein). She does quote from Kunstler.
andersondotau on LibraryThing More than 1 year ago
Very impressive and wide ranging book, can drag a bit but is well worth reading this now classic book. The world of brands will never be the same again. It also gets very scary when the advertising/sponsorship in schools was covered.
jddunn on LibraryThing More than 1 year ago
I assumed that this book would mostly solidify inklings of ideas and opinions I already had, but it did a lot more than that. A very thorough and convincing portrait of a world headed for a new class crisis, coupled with a crisis for the freedom of expression, and perhaps democracy itself.
pbirch01 on LibraryThing More than 1 year ago
I read this book in 2006 but should have read it earlier such as in 2001. It reads like something assigned in a Freshman level Sociology class and never really rises above that. Logos and companies are skewered in the hopes that the person reading it will come to better understanding of the current world of commercialism. The same tired drum is beaten throughout the book about how bad corporations are and how invasive they can be. How Klein manages to write about this for 430 odd pages is surprising, the fact that I stuck with it until the end is even more surprising to me.
ragwaine on LibraryThing More than 1 year ago
Since I work in marketing research I guess I shouldn't wish for the destruction of all brands. But I would definitely be more than happy to change careers if it meant I got to see Nike, Monsanto, Walmart and all the other destroyers of our (world) society topple.The only reason this book didn't get 5 stars is that it made me so angry and made me feel so helpless. Don't get me wrong, Ms. Klein also adds a healthy dose of optimism about how "the movement" has evolved and continuously found new ways to out companies for their misdeeds. It was also very enjoyable to see how corporate missteps caused them even more grief (and millions of dollars). McDonald's execs saying, "Coke is healthy, it has water in it." made me smile for days.So if you're a devout capitalist I would say this book's probably not for you. But if not, you'll get a good idea what's happening so that the richest 10% of the world can be super-consumers of cheap branded products. I'm motivated now to go to my (extremely liberal) church and give a presentation so that we can (collectively) give some of these corporations a little kick in the bottom line.
cmc on LibraryThing More than 1 year ago
I probably should have read this book long ago, but I felt that I had a pretty good handle on its arguments from other sources. Stumbling across it in a Foozles, though, made picking it up a no-brainer, and last week¿s Frontline (``The Persuaders¿`) made reading it seem apropos.
maunder on LibraryThing More than 1 year ago
No logo is a textbook examination of the evolution of branding and logos into global marketing machines whose ultimate effect is to squeeze out competition by using the most outrageously exploitative labour and manufacturing practices. In addtion, these global corporations work to reduce choice for the consumer and result in unfair competition with smaller businesses.
dvf1976 on LibraryThing More than 1 year ago
This book is way against our corporate masters. I'd say that one of Schlosser's books (Fast Food Nation or Reefer Madness) will give you the same moral: "If the market only strives for efficiency then humans somewhere will pay the price." With that said, I liked reading about struggles against Nike. It reminded me of being back in college.
Anonymous More than 1 year ago
Guest More than 1 year ago
She weaves a tale of corporate misdeeds using cross-branding, synthetic experience [e.g. Disneyland], job downgrading [would you like fries with that?] and exploitation of third-world workers as themes. Interesting, often factual,and no doubt shocking to religiously pro free-enterprise Americans. However, her heredity as an old-time European-style socialist nurtured by Canada's socialist movement is just a little TOO visible in the many sweeping generalizations on offer.
Guest More than 1 year ago
In this age of the importance of understanding corporate image, we are lucky to have such an informative book like No Logo. We need to open our eyes to the reality of what we see and look at what's behind it all.
Guest More than 1 year ago
I am barely out of the optimal zone of branding (late teens), attend university in Canada, and sit on a public school board that has faced many of the challenges she mentions in her chapter on Branding Education. The first decision I was forced to make was to approve an exclusive deal with coke that would supposedly benefit schools. I wish I had this book then. I am far more skeptical after having read it once and have bought copies for each of my high schools so that the students and teachers in them can access the powerful information Campbell has researched.