Selling Authenticity

Naomi Klein’s 2000 book “No Logo” inadvertently served as the most influential marketing manual of the decade, writes Andrew Potter. “Much of No Logo is devoted to documenting the ways small groups of committed activists retaliated by turning the power of the brand back on itself. But 10 years later, the rule of the brand is more entrenched than ever, largely thanks to lessons learned from a close reading of ‘No Logo.'” Virtually every marketing book published in the past few years … has stressed the primacy of authenticity as a selling point.”