By focusing on the "brand idea," companies could divest from their physical assets. They outsourced actual production to Export Processing Zones (EPZs) in countries like Indonesia and Vietnam, where labor was cheap and regulations were minimal.
Companies like Nike and Starbucks stopped pitching sneakers or coffee and started selling "transcendence through sports" or the "idea of community". Naomi-Klein-NO-LOGO
The book is structured into four sections that detail the consequences of this "brand-first" world: No Logo – Naomi Klein: A Review - chrisgregorybooks By focusing on the "brand idea," companies could
Klein argues that in the 1980s and 90s, a major shift occurred in management theory: corporations decided their primary job was not to manufacture goods, but to produce . By focusing on the "brand idea