No Logo -> Chapter 02 summary

This chapter starts off talking about how logos became visible in the late 70’s and are becoming bigger and bigger, brands are using people as walking billboards. In the late 90’s Nike started sponsoring cultural events. This sponsoring has progressed in such a way that sponsors weren’t satisfied with just sponsoring an event, so they started creating their own events. Branding has become very competitive, companies aren’t just competing with similar companies (e.g. Coke vs Pepsi), but also with other companies (e.g. Coke vs McDonalds). It is a battle between different brands and images. We are in the age of the Brandasaurus, in which companies are branding everything; they are branding cityscapes, media, music and celebrities. The chapter also goes in depth on how celebrities and brands become one, the person becomes the brand. Nike is one of the main people behind this idea, no one can think of Nike without thinking of Michael Jordon. Companies and the culture they brand are becoming one.