Summary of No Logo, Chapter 1

Chapter 1
Before brands were introduced, companies’ aim was to sell their products in a big quantity. They tried to convince the consumers, that they need new inventions or a new product. During the 19th century corporations like Nike, Tommy Hilfiger and Microsoft started to let contractors make their products. While the contractors made the products, the brand could concentrate on advertisements. Soon the corporation’s aim was not to sell their product, but to sell a new lifestyle. Soon generic goods began to be branded and brought to consumers. The sellers tried to make the brand as family friendly as possible to get trustworthy buyers. As all companies began to sell the exact same product, brands needed to be introduced, to show customers the differences between them. For brands it is very important to succeed in this competition, therefore, they spend a lot of money on advertisements, which are mostly bias.