In her well written book "No Logo", Naomi Klein highlights the impact of globalization through the financial rise and ethical demise of multi-national corporations. I've been enjoying the book, but my reason for hating brands is less about the implications of labor abuse in third world nations and more about the sickness of "image" that is embedded in our society.

I absolutely hate brands and branding and I do my best to avoid buying anything that is sold based heavily on its branding. There are no pictures of fruit on my computers and I will not wear a shirt with a visible logo. If you want to sell me a product then don't push it at me with a naked woman or lay it on the hood of a sports car or try to make me think I'll be cool if I own it. If I do happen to end up with a branded product (by gift or by accident) I remove and/or mutilate the brand logo. I thought I was alone in my mission so you can imagine I was hooked when I saw the nologo logo on this book.

Pop culture and fashion are so foreign to me that I once thought New Balance was an "off-brand" of shoes because I happened to buy mine for $15 on clearance. I never shop so I had no idea it was a recognized brand. Two weeks ago, a friend informed me that I was in fact wearing a trendy fashion item that normally sells for 3 or 4 times that price and is coveted by college students. I was upset so the next day I removed the logos with a razor blade. I'm sorry that I bought them, but the damage is done. At least now I'm no longer giving them free advertising and you'll be happy to know that the shoes look 100% better without the big N.

I run a business and I do advertise but there is a big difference between advertising to find customers that need my products and services versus creating a need by implying that consumers will become rich, famous, and sexually appealing if they will slap my logo on their ass. If you are selling shoes then advertise the damn pair of shoes not the promise of a better lifestyle! My solution to this problem is that every commercial using image to pimp their product should be required to add a disclaimer at the end. This disclaimer should read like the side effect disclaimer at the end of an ad for a new drug. Maybe something like...

"The lifestyle depicted in this ad will destroy your marriage, friendships, and values and leave you a shell of human being. The probability of drug addiction, promiscuity, jail time, and suicide will be increased by 72%. You will be just as lonely after you buy this product and the only thing that will change is your credit card bill."