Booktv Monthly Program with bestselling author naomi klein. Her books on economics and Public Policy include no logo, the shock doctrine and the recently published on fire, the case for the Green New Deal. Thanks for joining us in our studios in new york on booktv. We are in midtown manhattan were branding and marketing is a big business. Let me begin with your first book. What did you learn about nike, microsoft, starbucks . Guest its great to be with you and have this time. It came out at the very beginning of 2000, so almost exactly 20yearsold. I was researching it for years before that. It was a period a lot was changing in the corporate world and you had the first kind of fullblown lifestyle brand which is an idea that we all take for granted now but these were companiesco that for the first time were declaring that their Business Model wasnt to sell products but so ideas and the lifestyle of belonging that they could then extend into kind of selfimposed branded cocoons and they c
Thanks for joining us in the studios here on cspan2 book tv. We are branding and marketing and these are a big business. Let me begin with your first book. What did you learn about microsoft, starbucks . Guest its great to be with you and have this time. When i was writing this it came out at the very beginning of 2000 so its almost exactly 20yearsold. The period i was reacher researching it it was a period that a lot was changing in the corporate world and you had dispersed fullblown lifestyle brand which is an idea that we all take for granted that these are companies that for the first time were declaring the Business Model wasnt to sell products but ideas, the lifestyle, sense of belonging the that they could then extend into kind of selfimposed cocoons and sell everything as long as it was branded with this logo. They were the first one to do this. They didnt ever own their factories and this was the main thing i learned when i was researching is that there was a relationship betw
The corporate world and had he first kind of fullblown lifestyle brands, which is an idea we all take for granted now, but these were companies that for the first time were declaring that their Business Model was not to sell products but to sell ideas, a lifestyle, a sense of belonging, they could then extend into kind of self enclosed brants cue couldnt and nike ways to first one to do this, didnt ever own their factories and the main thing learned when i was researching no logo is there was a relationship between the aggressive kind of marketing that was constantly sort of trolling Youth Culture to find the most cutting edge ideas, to get adds into places that had never had ads before, like schools, to cobrand with every like Music Festivals and so on. There was an inverse relationship between that aggressive marketing and the cutting good jobs on aufner the economy because the way that these companies were freeing up money to spend on this much more aggressive kind of Lifestyle Mark
We are in midtown manhattan where branding and marketing is a big business. What did you learn about nike and microsoft, starbucks . Guest its great to be with you and to have this time. When i was writing a logo it came out at the beginning of 2000, soso it is almost exactly 20yearsold and when i was researching it for years before that, it was a period where a lot is changing in the corporate world and there was a full blown lifestyle brand that we all take now, but these were companies that for the first astime were declaring the busins model wasnt to sell products but did so ideas or the sense of belonging that they could then extend into kind of selfimposed branded cocoons and so everything as long as it was branded this logo. So nike was the first one to do this. They didnt ever own their factories in it and the main thing i learned when i was researching is that there was a relationship between this aggressive kind of marketing that was constantly sort of trolling thely Youth Cu
Naomi, thank you for joining us here on cspan2 book tv in midtown manhattan where branding and marketing is big business. Let me begin with your first book, no logo. What did you learn about nike, microsoft and starbucks in branding . Guest its great to be with you and to have this time. When i was writing the no logo it came out at the very beginning of 2000, so its almost exactly 20 years old. The period when i was researching which was the four years before that it was a period where lot was changing in the corporate world and you have the first kind of fullblown lifestyle brand, which is an idea we take for granted now, but these were companies that for the first time were declaring that their Business Model was not sell products, but ideas, a lifestyle, a sense of belonging that they could then extend into kind of self enclosed branded cocoons and sort of sell everything along as it was branded with this logo. Nike was really the first one to do this. They didnt ever owned their f