Lessons In Branding

After Naomi Klein established herself as the first prominent face of the faceless and non-hierarchical anti-globailisation movement with her branding critique "No Logo", the pressure was on to deliver a second global bestseller though. Now she delivers - "The Shock Doctrine" promises to be another hit for the knee-jerk crowd. Which might have something to do with the brillance Naomi Klein styles herself as her own brand including unique selling points, brand positioning and recognizable brand patterns. She's also pushing her book with the latest in modern marketing - a viral YouTube video. Although advertised as a short film created by Klein and director Jonas Cuaron it's not much more than a Fox News style commercial.