CHAPTER ONE Blowing Up the Brand Melissa Aronczyk & Devon Powers “New Branded World” Redux Only about a decade ago, popular understanding of brands and branding was largely confined to the products and practices of the corporate enterprise. When journalist and cultural critic Naomi Klein wrote the bestseller No Logo in 2000, a searing critique of the “new branded world” (3) of industrial influence, the focus of her attack was on how corporations’ transnational reach, predatory methods…
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