After I read this fragment from the third chapter of Naomi's book, 'No logo', I have to say that in only four paragraphs the author explains how the fashion insdustry and marketing work. In general, I agree with what she comments, for example, when she says that the cool consultancies advise their clients to use 'viral communications'. I think the best way to carry the brands buisness on is using slogans and ads which you can easily influence people with, mostly the youth. When it becomes to the strategies and politics of these industries, the cool hunters do such a good job.
I hate the idea of being influenced (or even 'infected' by 'the plagues' the brands marketing create) by the politics the brands use. But at the same time, I think that the buisness world consists of getting benefits; we can not stop these types of politics, making as an excuse their successful work.
In my opinion, nowadays it is easy to drag people into the consuming world because, even if we do not realise it, we are exposed to multiple influencers.
If we get shocked with the idea of superbrands tagging the graffiti writers, the skaters or even the londoners roadmen, who initially were people who reclaim against these types of politics, think about the youtubers you watch who get sponsored and who do not stop talking about products which they even like or the number of companies' logos a football field has 'to wear'. As Naomi says: 'no space has been left unbranded.'
