Anti-brand activism can itself become a marketable brand.

Evidence

The fact is, though, that I was kind of full of it. I had been very deliberate about how No Logo was designed and positioned. … All of this attention to packaging and style was, I told myself, a wink—better yet, a hack of the world of corporate branding. It also worked: No Logo sold over a million copies, beyond anything I could have imagined. And as I toured continuously for two years, I kept playing with the idea of being an anti-brand brand. — Naomi Klein, Doppelganger, 162

Categorization

• XREF: Connects to the reader’s existing knowledge of consumer culture critique and brand studies; also echoes the commodification-of-resistance theme in Klein’s own later work. — connects to: Neoliberals co-opt protest through takeover plus commercialized recruitment. — Philip Mirowski, Never Let a Serious Crisis Go to Waste, 978