No Logo Chapter 2

“Clothing has become an empty carrier of the logo itself” is what Naomi Klein expresses at the beginning of the second chapter of No Logo. The idea is that brands are getting bigger and embody not only a lifestyle but culture itself. In the mid 90’s some brands went a step further and started to sponsor cultural event, in order to add value to the brand. The brand is therefore directly connected to an event and fully embodies a lifestyle that everyone is familiar with and likes. An example of this is the Christmas decoration sponsored by Yves-Saint-Lauren, which was put up under the condition that their logo was printed onto the lights. Another idea introduced in the chapter was “co- branding”, the idea that celebrities are linked to a certain brand. Michael Jordan is connected to Nike, just like Roger Federer is. This allows the brand to expand and make it more popular. Advertisements through product placement in media or through music such as concerts were also successful and brands sold a lifestyle that was mirrored in events and famous people that the demographic looked up to.