After “OK,” “Coca-Cola” is the most widespread word in the world. How did branding evolve into a global shadow force that packages lifestyles, commodifies personal values, and stands in for cornerstone cultural institutions?
In this provocative program, Saatchi & Saatchi Worldwide’s Kevin Roberts, Chanel’s Jacques Helleu, anticorporate crusader Naomi Klein, and others astutely address the concept of branding, its history, its impact on youth, key visionaries, and the convergence of brands and culture. A significant backlash against branding is also discussed. Coke, Nike, Chanel, Apple, and Benetton are spotlighted, and many other brands are touched on.