"No Logo" Chapter One

The main purpose of the first chapter was to describe the way companies decided to sell images and lifestyles rather than products. To achieve that, firms create logos that evoke familiarity, like Aunt Jemima or Uncle Ben. They have replaced the shopkeepers that guaranteed you quality products, and rely on the image they produce to make profits. The more money they spend on advertising, the company then is worth more. They are now selling fewer products, but everything is made around the lifestyle they wish to sell you. What started the branding revolution was the purchase of Kraft Foods by Phillip Morris for 12.6 billion dollars in 1988. Companies use advertisements because their products need to “stick out”, since they are essentially the same products as everyone else’s. The more money they spend on branding, the more recognizable their logo will be, therefore the more profit.