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In the beginning of this book, Naomi Klein starts off saying that the new idea is that a successful corporation must primarily produce brands, rather than products. Earlier in the day it was more important to have a product to sell and that has completely change since the years has gone by. One of the main points that she brings up is that now a days corporations are more interested in their brands and their advertisement rather than their actual product.

One of the examples she brings up is Kraft. When Kraft was bought in 1988, the man that bought paid more than the actual business was worth on paper. However, it didn't appear that he was actually buying the product but the actual name Kraft. After this situation advertisement became even bigger and other corporations were doing the same, putting more money into their brands.

The harm in this could be that they spending more money on that then their product, which can overall end up hurting them. Also with all there money going to this brand then they have to raise the price on their products and that is not something that all ways works out. The one example that she gives is Marlboro, that had to drop their prices to compete with the bargain cigarettes.

The other big thing that corporations are doing to cheaper their product is sending their work over seas. With this people are finding out that some of their favorite brands are being made in sweat shops and unfair labor places. She talks about that this making some people lash out against brands, such as covering their name or destroying their advertisements. I guess that it just show that some of these decision they are making don't always make their brand look that good.