No Logo

A study asked kids under the age of 12 from an impoverished African country to name their favourite logo. McDonald's ended up very high on that list. This in a country that didn't have a single McDonald store! That's branding for you.

"No Logo" dissects brands for you but not in the way of marketing books but in exactly the opposite way. It talks about brands in the context of how they are projecting themselves as champions of globalization while resorting to unfair and unethical practices like employing sweatshops, paying sub-par wages, hiring perma-temps (contract workers for long tenures) and abusing the legal process to silence competitors and activists.

In the book, space is also allocated to how grass root movements are slowly taking on these huge corporations and making them accountable.