This study examines the power of the logo, noting its increasing capacity for making the product subservient. It then reaches its core argument - the now uneasy struggle between corporate power and anti-corporate activism - via sweatshop labour, submerged identity and subversive action.

If the world really is just one big global village, then the logo is its common language understood by - if not accessible to - everyone. In "No Logo", Klein undertakes a journey to the centre of a post-national planet. Starting with the brand's birth, as a means of bringing soul to mass marketing, she follows in the logo's wake and notes its increasing capacity for making the product subservient - a strategy reaching its apotheosis in brands such as Tommy Hilfiger, who actually produces nothing but lends his signature to a wardrobe of clothing statements made elsewhere. Beyond this she reaches her core argument - the now uneasy struggle between corporate power and anti-corporate activism - via sweatshop labour, submerged identity and subversive action.