Naomi Klein: Selected Summaries: SELECTED SUMMARIES

By MAURICIO ENRIQUE FAU

The greatest thinkers of humanity at your fingertips, in minutes! 
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With our "Classics Summarized" collection, you will understand the main ideas of the most important thinkers in a very short time and with little effort.

We have summarized the essentials of the following texts: from the book NO LOGO, chapters 1- "The new world of brands" and 2- Brands are expanding. How the logo came to occupy the center of the scene. "In the play, Klein denounces the consumerist capitalist culture and the manipulative forms of the big brands. And from the book THE DOCTRINE OF SHOCK, THE RISE OF DISASTER CAPITALISM, its chapter 2 - "The other doctor Shock: Milton Friedman and the search for a laissez faire laboratory", which recounts the formation of the neioliberal doctrine of the "Chicago Boys" and the preparation and execution of the coup in Chile in 1973.

• Language: English
• Publisher: BOOKS AND SUMMARIES BY MAURICIO FAU
• Release date: Oct 1, 2021
• ISBN: 9798201197353

MAURICIO ENRIQUE FAU

Mauricio Enrique Fau nació en Buenos Aires en 1965. Se recibió de Licenciado en Ciencia Política en la Universidad de Buenos Aires. Cursó también Derecho en la UBA y Periodismo en la Universidad de Morón. Realizó estudios en FLACSO Argentina. Docente de la UBA y AUTOR DE MÁS DE 3.000 RESÚMENES de Psicología, Sociología, Ciencia Política, Antropología, Derecho, Historia, Epistemología, Lógica, Filosofía, Economía, Semiología, Educación y demás disciplinas de las Ciencias Sociales. Desde 2005 dirige La Bisagra Editorial, especializada en técnicas de estudio y materiales que facilitan la transición desde la escuela secundaria a la universidad. Por intermedio de La Bisagra publicó 38 libros. Participa en diversas ferias del libro, entre ellas la Feria Internacional del Libro de Buenos Aires y la FIL Guadalajara.

Book preview

Naomi Klein: Selected Summaries

SELECTED SUMMARIES

MAURICIO ENRIQUE FAU

Published by BOOKS AND SUMMARIES BY MAURICIO FAU, 2021.

While every precaution has been taken in the preparation of this book, the publisher assumes no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein.

NAOMI KLEIN: SELECTED SUMMARIES

First edition. October 1, 2021.

Copyright © 2021 MAURICIO ENRIQUE FAU.

ISBN: 979-8201197353

Written by MAURICIO ENRIQUE FAU.

Table of Contents

Title Page

Copyright Page

Klein, Naomi | NO LOGO | CHAPTER 1  THE NEW WORLD OF BRANDS

The beginnings of brands

The death of brands (a much exaggerated rumor)

Chapter 2  Brands expand. How the logo came to occupy the center stage

Brands and the urban landscape

Brands and the media

Brands and music

Nike and brands in sports

Stars and brands

The era of the Marcosaurians

Klein, Naomi | THE SHOCK DOCTRINE, THE RISE OF DISASTER CAPITALISM | CHAPTER 2  THE SEARCH FOR A LAISSEZ FAIRE LABORATORY

The war against developmentalism

Lessons in Regime Change: Brazil and Indonesia

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Further Reading: Edgar Morin: Selected Summaries

Also By MAURICIO ENRIQUE FAU

About the Author

About the Publisher

Klein, Naomi

NO LOGO

CHAPTER 1  THE NEW WORLD OF BRANDS

The author argues that the gigantic growth in the wealth and cultural influence of multinational companies over the last 15 years is due to the idea coined in the mid-1980s that successful companies must first and foremost produce BRANDS, NOT PRODUCTS. Until then, the main concern of businessmen had been to produce goods.

The economic recession of the 1980s introduced the idea that companies were too big, that they had too much stuff. It was concluded that even PRODUCTION WAS AN INTOLERABLE BURDEN. At the same time, a new type of business organization appeared, which stated that PRODUCTION OF GOODS IS ONLY A SECONDARY ASPECT OF ITS OPERATIONS. ITS MAIN PRODUCTION WAS NOT THINGS BUT IMAGES OF ITS BRANDS.

Their job was not to manufacture, but to market. They divested themselves of a large part of their activities, leaving them in the hands of subcontractors[1], and were in charge of enhancing their BRANDS through marketing and advertising. Examples of this type of new organizations are MICROSOFT, INTEL and TOMMY HILFINGER.

This new model was successful, setting the organizational paradigm for multinationals in the following decades.

THE FUNDAMENTAL OBJECTIVE of these new organizations was to withdraw their investments from the world of things.

The beginnings of brands

In this section, Klein develops the history of brands. Here he argues that the first brand-based ads appeared at about the same time that invention-based ads appeared and at the same time that factories appeared. Competition through brands was a necessity of standardized production produced by brands, since it was the only way to try to differentiate products that were almost the same.

Standardized production also changed the role of advertising, which was no longer based on informing about new products, but on building an image related to the version of the products that were manufactured under a given brand name. The first tasks of this advertising were to create new names and logos for well-known generic products. When the names and characteristics of the products became established, advertising took on the task of providing them with the means to speak to their potential consumers.

THE PERSONALITY OF the companies, with their exclusive name, special packaging and advertising, was born.

BY THE 1940S, IT BEGAN to be perceived that brands had taken on a decisive importance, since companies may manufacture products, but what consumers buy are brands.

However, the production world took several years to internalize the change, still clinging to the idea that the main thing was production and the brand was only an important addition. It was not until the end of the 1980s that these ideas began to mature among large companies, with the sidereal increase in advertising expenditure and a more systematic study of the company's image.

The death of brands (a much exaggerated rumor)

The model imposed in the late 1980s was based on the belief that brands need to continually and constantly increase advertising to stay in the same position. It assumes that consumers are becoming immunized to advertising and therefore campaigns need to be increasingly aggressive and inventive to be effective.

But around