Editing No Logo (section)

==="No Space"===
The book begins by tracing the history of brands. Klein argues that there has been a shift in the usage of branding and gives examples of this shift to "anti-brand" branding. Early examples of brands were often used to put a recognizable face on factory-produced products. These slowly gave way to the idea of selling lifestyles. According to Klein, in response to an economic crash in the late 1980s (due to the [[Latin American debt crisis]], [[Black Monday (1987)]], the [[savings and loan crisis]], and the [[Japanese asset price bubble]]), corporations began to seriously rethink their approach to marketing and to target the youth demographic, as opposed to the [[baby boomers]], who had previously been considered a much more valuable segment.

The book discusses how brand names such as [[Nike, Inc.|Nike]] or [[Pepsi]] expanded beyond the mere products which bore their names, and how these names and logos began to appear everywhere. As this happened, the brands' obsession with the youth market drove them to further associate themselves with whatever the youth considered "cool". Along the way, the brands attempted to associate their names with everything from movie stars and athletes to grassroots social movements.

Klein argues that large [[multinational corporation]]s consider the marketing of a brand name to be more important than the actual manufacture of products; this theme recurs in the book, and Klein suggests that it helps explain the shift to production in [[Third World]] countries in such industries as clothing, footwear, and computer hardware.

This section also looks at ways in which brands have "muscled" their presence into the school system, and how in doing so, they have pipelined advertisements into the schools and used their position to gather information about the students. Klein argues that this is part of a trend toward targeting younger and younger consumers.