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'No logo,' by Naomi Klein, analyses the history of the modern brand -- how the logo grabbed centre stage and what impact brand marketing has had on communities, culture and consumer choice.

Naomi Klein looks at the rise of the Super brands -- Nike, Starbucks, Ikea, Disney, Gap etc. and their strategies for expansion, how they convey their identity through marketing, retail environments, theme parks, towns and even cruise ships (Disney now has two).

I am actually only half way through the book and finding it totally fascinating. As a graphic designer, I found myself asking how inextricably linked we are to corporate agendas, and what are those agendas? What is the line between responsibility to your client as a service industry and responsibility to the end user? Of course these aren't original questions for a designer to ask, but as an alternative point of view to what the brands want us to believe, this book is a useful aid to helping us answer those questions.

The web site (www.nologo.org) seems to be an attempt to establish an on-line community for like-minded people, (a vehicle for discussion, ideas exchange, the usual stuff). The general subject matter is a lot broader than the book, so graphic designers looking for a continuation of the brand-centric perspective of the book may be disappointed. The site has only just been launched and has its fair share of blind links, so is not much at the moment, but considering the stir 'No logo' has caused, the web-site may be worth keeping an eye on in the future.

The views expressed this article are not necessarily those of AGDA. Please note that the information in this article is the opinion of the author only.

"It is interesting to note that branding and carpet marketing has a huge impact on the success of a brand. When one tries to analyse it deeper, a question arises, is it really worth spending to make a marc for the brand or worth spending building the brand? As often one would find, agressive marketing does not necessarily imply the actual meaning of the product instead it sheds out what brand hardly possess'.........like in the text above it is hard to differentiate truth from marketing...... Prashanth Maniyedath from India"

"I haven't read this book yet, but SBS aired a documentary on The Cutting Edge this week (1st Feb) on corporate marketing (in which Naomi Klein was interviewed). It was really interesting (if not a little scary) and worth tracking down if you get a chance (sorry, can't remember the name of it, but SBS woul d know).

What I thought was most interesting was the marketing guru using language to market the Republican party, leaving us to wonder just where does marketing stop and the truth begin?

At the end of the day it is up to the individual to choose what they do with their craft, whether it be writing, music or graphic arts. That choice is something that lies at the heart of the whole debate world wide, for those who are lucky enough to have a choice, that is."

"As Jeremy pointed out 'No Logo' looks at the age old adage of "the line between responsibility to your client and responsibility to the end user?"

What I believe to be the importance in this publication is that:

Now that we can look at the emergence of the super brands and study their impact on the lifestyles of people and the dilution of global cultures, furthermore understanding how they did it... Will we continue to do the same?

or

Will we as designers choose to use this information to restore the world to environmental sustainability and credibility?

I am afraid that we will keep on creating more Michael Jordans to sell more Nike Air from vending machines in sacred buddhist temples?

At this pace the only cultural difference between Australia and Slovenia will be the spellng of 'enjoy' on the Coca Cola can."

"I have just been in a strategic brand position session for a huge telecommunications brand in London and that was the buzz book of the 2 day session. It think it is interesting that corporate identity has been dwarfed by the surge of branding in today's industry."