In Naomi Klein's essay “No Logo,” the author tells us how logos replaced products, creating what we call “branding.” Klein tells us how it started as a way to ensure consumers were getting the real deal, not one of the imitated products. And that during this period, the main objective of many companies was the production of goods and services, in order to be able to sell them to the public, and this was "the very gospel of the machine age" ( Klein 275). And this remained the central concept until the 1980s, when “a consensus emerged that companies were bloated, oversized; they owned too much, employed too many people, and were burdened with too many things” (Klein 275). And this led many business leaders to believe that producing and being responsible for their employees “was beginning to look less like the path to success and more like clumsy accountability” (Klein 275). And the way businesses survive is to adapt to the new way the world works, and that's why many business leaders have embarked on the path to a world of nothing else only logos. And it all started from an idea that was created out of necessity, and then it became very popular, and now almost every company now puts logos on their products. But that was not the end, for the underlying reason for all this was the search for a way to make a business light, and the gospel of that time was, as Klein said, "he who has the the fewer has the fewer employees on the payroll.” and produces the most powerful images, as opposed to products, wins the race” (275). And corporate marketing managers changed the role of advertising "from providing product newsletters to providing product newsletters to publishing in middle of paper... It was the secret, it seemed, of all the successes of the late 1980s and early 1990s. According to what Klein tells us, “there has never really been a brand crisis, only brands that have experienced crises of confidence” (280). In other words, Klein believes that the branding process has never experienced a crisis, because the idea always survives, but the individuals The brands did suffer from the crisis, but in the end, the only what matters is the process, "the war against public and individual space: against public institutions like schools, against the identities of young people, against the concept of nationality and against the possibilities of unmarked space" (275) .In conclusion, the marking process was created for the survival of a group of people, but it holds the leash and is able to fully control many groups of people. And a war that still continues, and has lasted for two centuries.