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CONTROVERSIAL BOOK CONFIRMS LOOMING NO LOGO WORLD
The permanent decline of global brands like Coca-Cola and McDonalds – and the rise of local foods and products – is predicted in a controversial new book by nef associate David Boyle, published today, Monday 4th August 2003.
Authenticity: Brands, Fakes, Spin And The Lust For Real Life confirms that the No Logo phenomenon is really happening, and predicts a growing global revolt against everything that is fake, spun, mass-produced and marketed.
Big brands are in decline, says the book, as consumers grow ever more impermeable to hype and advertising – which is why the biggest brands are buying up local brands as fast as they can, and why Interbrew and HSBC have been fighting it out over the right to describe themselves as ‘the local’ (for the second year running, more than 40 of the top 75 world brands lost value during 2002, [Source: Business Week/Interbrand survey] losing out to local brands and in-store brands).
“The rise of local brands, slow food, real ale, reading groups, organic vegetables, slow food, poetry recitals, unmixed music, materiality in art and unbranded vintage fashions, are all symptoms of the same thing – a demand for human-scale, face-to-face institutions and authentic experience,” says author David Boyle, a senior associate at the New Economics Foundation.
“Although we have been told for the past 40 years that technological and virtual solutions would drive out the rest – that we would soon have food in pill form or learn only from computer terminals – and that globalisation is overwhelming. The reality is the reverse: there is an equal and opposite force towards what is local and real.
“Increasingly, people want to eat real food not fake approximations, and want to live in real places not identikit concrete constructs. They want real human beings to deal with not virtual or telephone computer programmes. And they are powerful enough in a market economy to get it – which means major changes in the way business is carried out.”
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