COMM 206 Chapter Notes - Chapter No Logo Ch 6: No Logo, Superbrands, The Home Depot
Document Summary
Branded multinationals talk diversity, but the result is teens who all conform to the same images. Pac-man chains (starbucks, home depot, the gap, etc. ) replace unique small businesses. Entire concept of public space is being redefined companies seek to be the one overarching brand that influences every aspect of consumer culture. Rapid expansion of new age brands (e. g. starbucks started local, then exploded nationwide) Keep overhead low (windowless, located on edges of towns for cheap land: only open locations close to distribution centers saves $ in transportation costs; develops concentrated presence in area, rendering ads useless. Set the groundwork for starbucks, nike town, etc. Gave branded chains the opportunity to re-create the community values lost by big box retail stores now, they could sell it back at a price. Tar(cid:271)u(cid:272)ks" (cid:373)arketi(cid:374)g fo(cid:272)uses o(cid:374) differentiating themselves from strip-mall franchises of the past: (cid:862)a co(cid:373)forti(cid:374)g third pla(cid:272)e(cid:863) for people to share (cid:862)(cid:272)offee (cid:272)o(cid:373)(cid:373)u(cid:374)ity (cid:272)a(cid:373)araderie (cid:272)o(cid:374)(cid:374)e(cid:272)tio(cid:374)(cid:863) (cid:894)135(cid:895)
