In the age of the brand, logos are everywhere. But why do some of the world’s best-known brands find themselves at the end of spray paint cans and the targets of anti-corporate campaigns? , based on the best-selling book by Canadian journalist and activist Naomi Klein, reveals the reasons behind the backlash against the increasing economic and cultural reach of multinational companies. Analysing how brands like Nike, The Gap, and Tommy Hilfiger became revered symbols worldwide, Klein argues that globalisation is a process whereby corporations discovered that profits lay not in making products (outsourced to low-wage workers in developing countries), but in creating branded identities people adopt in their lifestyles. Using hundreds of media examples, shows how the commercial takeover of public space, the restriction of ‘choice’, and replacement of real jobs with temporary work - the dynamics of corporate globalisation - impact everyone, everywhere…

Starring:

Naomi Klein

Genre:

Documentary, Short