No Logo is a now classic book of the anti-corporate movement. Although No Logo was not the original catalyst for the movement, Klein draws together the threads of 1990s anti-corporate activism into a compelling story. The story is the rise of the mega-brand in the 1990s. Business consultants agreed that corporations should focus on brand building and so companies such as Nike outsourced production to contractors in the developing world. Then they lavished money on advertising their brands rather than their products.