"Branding - A Double Edged Sword"

May 2, 2000


Please note that you will need a copy of RealPlayer installed on your computer in order to view the following video file(s).



"Branding -A Double Edged Sword"
"Branding -A Double
Edged Sword"
dated May 2, 2000
"Branding - A Double Edged Sword"
May 2, 2000


      Lifestyle branding, not products, is the new global business strategy that encourages child labour and abuse of workers rights. At the same time, it has given activists the tools they need to fight back, according to Naomi Klein, columnist for the Globe and Mail and author of "No Logo Taking Aim At The Brand Bully".

Naomi Klein
Author & Columnist
      "I think that the rise of anti corporate activism is a response to an ideology that has gripped the corporate world in the past 15 years. And that ideology can be summed up in a single phrase, which is, brands not products."
       "The true goal of building a life style brand, which is what this is all about, is in fact to be the life style. It's not to associate your brand with the life style. That's the old way of advertising. Hitching a ride on somebody else's idea, somebody else's culture, this is about being the life style yourself."
      "Merged companies are best positioned to send the brand idea, to put on a theatre of the brand through as many different media as possible because it is all about coherence."

       Speaking to the CAW Council in Port Elgin, Ms. Klein said the fallout from this branding strategy is the abuse of worker rights.

Naomi Klein
Author & Columnist
      
"Work is being degraded by the obsession with marketing. Production is being marginalized across the economy and that is why these abuses are occurring."

       Ms Klein added however, that life style branding has made global companies such as Nike vulnerable to attack from activists groups.

Naomi Klein
Author & Columnist
       "The Workers Rights Consortium had taken all this concern about sweatshop labour among young people and said; "you know what, it is not about labeling. It's not about our concerns as consumers. It's about one thing, which is, that workers around the world need to have the right to form unions."
      "We need to create channels of communication between workers, students and consumers."

       That communication is happening. Activists disrupted the World Trade Organization meeting in Seattle and again in Washington, captured the spot light from the International Monetary Fund meeting.


      In June, the Heads of State of the Organization of American States meet in Windsor, Ontario. The CAW and other activists will be there as well.
      On June 2nd and 3rd there will be a Teach In, and on Sunday June 4th a massive rally will be held for Democracy, Human Rights and Labour Rights, and Social Justice in the Americas.


CAW "Fighting Back Makes a Difference."


Print Print  Send to a friend Send to a friend  Feedback Feedback