I wrote and designed this piece for Strategy Magazine commemorating the tenth anniversary of Naomi Klein’s seminal work No Logo. It is a respectful re-evaluation of her critical premise that the role of branding is inherently at cross purpose to the social good. My take was different, though one that didn’t necessarily refute her many well researched arguments. Rather, I sought to use the opportunity to provide an alternative – and hopefully complementary – perspective on the role and value brands play within the contemporary milieu.