Quiz 1- Stephanie Posner - No logo (pg. xi-87)

Klein's message in No Logo is about the progression of companies changing their marketing strategies and branding their products. She explains that earlier ads focused on products and their ability to satisfy needs of the public. Products were advertised with the intent to fill a specific action, but did little to help the consumer. Klein explains that today, products are much more intertwined with personal-relationship building between the brand and the consumer. Consumer experience is the main factor in branding, and brand loyalty can build out of the "experience".

A wonderful example of this theory is the idea behind logo clothing. Klein writes that until the seventies, clothing company logos were generally hidden on the inside collar of shirts. (Klein 28) Aside from sporty, country club attire, logo shirts were kept to the conservative parent and their preppy children.

Through "lifestyle" branding, we see logo shirts everyday. Companies have successfully branded themselves to reflect the lifestyles of the people who have brand loyalty in their product. However, logo shirts are now branded to consumers of all demographics, selling the idea that by wearing the logo, one can feel emotionally connected to the way of life of conservatives and "preps", and whatever else the brand promises to promote (wealth, class, "whiteness").

An example of this modern "lifestyle" branding can be found in the contemporary Polo ads. Klein urges that brands like Polo understand consumers will pay to keep the price tag up if they feel emotionally connected to the brand and what it represents in their benefit.