The book is interesting but the problem with marketing issues and stories is that they become obsolete soon and that book is too old on 2014. What worked then does not work now, and what did not work then might be working now, so companies have changed their strategies and any analysis is now not accurate.
...ContinuaI had almost finished that before my business trip to China. I managed to read the last 50 pages only today.<br />The books is good but it's a kind of report. It is so full of data - almost 90% - that it's tiring to read.<br />So if you're not a "strong reader" give it up the idea of starting to read it. That's why I think it's not so good. <br />The writer should have used the data to take a stronger position. The average reader won't go on reading all those figures. </p><p>In my opinion there isn't enough developing of concepts like branding and the social issues connected with it. For instance that the public opinion doesn't care about children labour unless it is connected with a famous brand it's true.<br />As long as the consumer feels his conscience clean he doesn't really care.<br />As a matter of fact even being No Log is a marketing matter.</p><p>I think the book is a bit out of date right now. Multinationals can even help democratic processes as I've seen in China. Point is we always think as Westerns who know the only "truth".
...ContinuaMuch better than I expected, this book is a lucid and sharp analysis of the oddities and dark side of corporate power. I loved it and would recommend it to anyone. The only part which I found a little obsolete and maybe outdated was the last chapter, No Logo, which accounts on resistance to corporate power but giving examples which I wouldn't think as significant.
Even so, I greatly enjoyed this book and am now looking forward to reading the Shock Economy.
I am reading the English version. Tomorrow is the Olympiad torch relay in Hong Kong (May 2) -- I was reading the newspaper on May Day and found out Samsung recruited schools and sponsoring and shuttling the kids to the event, in exchange of chanting "Samsung xxx"; in the official photo of the candidates to relay the torch around the city, I can clearly see a five or six young people wearing a scarlet shirt -- says "Coca Cola" but not "Good Luck China"... The taking over of the public space cannot be more conspicuous in 2008 Olympic.
Similar to the experience of after reading N. Chomsky and other related work on media bias in English 100a (?) at UCLA, finding out the hidden "vector" of FedEx (as in the arrow "Ex"), I can see it everywhere and in awe of how much efforts and $ media and ad agents and corp. embed symbols surrounding our daily life.
...ContinuaQuello che stava cambiando - sia nella pubblicità sia nel branding - era l'idea di ciò che veniva venduto. Secondo il vecchio paradigma il marketing consisteva soltanto nel vendere un prodotto. Nel nuovo modello, il prodotto passa sempre in secondo piano rispetto al marchio(...)
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