PHIL215 Lecture Notes - Financial Instrument, Naomi Klein, Digital Divide
26 Nov 2012
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Mid 90"s issue: global shifts around free trade and corporate consolidation. No logo: spirit to describe anti-corporate resistant. All kinds of products that used to be produced locally (trust-based between farmer and shop owner) started becoming produced far away coming off of trains (industrial revolution) Companies understood that they could sell lifestyles/ideas instead of products (coca cola (youth), disney (selling the american dream), nike (core idea was about nature of sports athletic ability connected to the american dream) Virgin not selling a product, selling an idea: virgin type person, wanting individuality. Companies market their products by what consumers are thinking while consuming the product: Ikea democracy: being able to build your own products: car companies not just the car features are important, what people liked to do in the car: listening to music, singing etc . Companies pushing their own boundaries to create a mega brand and create more products: disney: reached branders honours by creating disney branded town (celebration.
