Fundamentally, the task is to articulate not just an alternative set of policy proposals but an alternative worldview to rival the one at the heart o… - Naomi Klein

We are products of our age and of a dominant ideological project. One that too often has taught us to see ourselves as little more than singular, gratification-seeking units, out to maximize our narrow advantage, while simultaneously severing so many of us from the broader communities whose pooled skills are capable of solving problems big and small. p. 460

What will sustain us in the difficult years to come is a dream of the future that is not just better than ecological collapse, but a whole lot better than the barbaric ways our system treats human and nonhuman life right now.

The title No Logo is not meant to be read as a literal slogan (as in No More Logos!), or a post-logo logo (there is already a No Logo clothing line, or so I'm told). Rather, it is an attempt to capture an Anticorporate attitude I see emerging among many young activists. This book is hinged on a simple hypothesis: that as more people discover the brand-name secrets of the global logo web, their outrage will fuel the next big political movement, a vast wave of opposition squarely targeting transnational corporations, particularly those with very high name-brand recognition.