Naomi Klein No Space Analysis

In her book, No Logo (2000), Naomi Klein sheds light on the opposing forces of corporate rule, and seeks to understand the conditions, whether cultural or economic, that mark the emergence of an inevitable political movement still in its early stages. She wants her audience to walk away at the end of the book, aware of the “cracks and fissures beneath [the brands’] high-gloss facade (Klein 18).”
The opening chapter, “No Space,” educates the reader on how corporate brands came into existence, when they dominated the market and landscapes, and why they are ubiquitous. Klein also describes brands and logos as more than just images companies utilize to identify themselves with; they possess souls, manipulating consumers. This idea of companies having “corporate consciousness,” a sense of awareness that allows corporations to tap into the mind of the individual in order to win sales and influence consumers, alters the meaning of brands in our culture and lives (30).
As this idea evolves, Klein notices a shift in the adman’s role. She states, “the adman ceased to see himself as a pitchman and instead saw himself as ‘the philosopher-king of …show more content…
Berkeley represents an environment where faculty and staff, as well as students break norms and challenge the impossible. Therefore, those who attend or wish to attend will also have the drive and ambition to soak in this brilliancy. Not only that, but they will also immerse themselves in a culture that is a hotbed for political, social, and economic movements; that is what makes Berkeley, Berkeley. Overall, this image of Berkeley revolving around the brand allows the academic institution to create a strong brand positioning in the market; people are aware of its significance and will continue to place great value on