… [M]uch of No Logo is devoted to documenting the ways small groups of committed activists retaliated by turning the power of the brand back on itself. But 10 years later, the rule of the brand is more entrenched than ever, largely thanks to lessons learned from a close reading of No Logo.
The book devotes a great deal of attention to the various strategies of anti-brand activism that were coming into play at the time. Joining the old-school consumer boycott were newfangled techniques such as guerrilla marketing, culture jamming (ad parodies, basically), and Reclaim the Streets initiatives aimed at reversing the “commodification and criminalization of street culture.”
However edgy or subversive these strategies once might have seemed, every single one is now a standard part of the tool kit of every advertising agency and brand manager. You think culture jamming is subversive? Kenneth Cole has been jamming its own advertising for years, embroidering its campaigns with slogans and quotations addressing topics such as AIDS, homelessness, gun control, and same-sex marriage. Guerrilla marketing might once have been a cool way of getting attention for your alternative band or performance-art installation, but today, thanks to the viral capabilities of Twitter and YouTube, the technique is used to sell everything from fried chicken to the latest Hollywood blockbuster.
via Full Pundit

