“No logo”: verso un Warenfetisch transzendental contemporaneo?

In this article, commenting the journalistic investigation of “No logo” by Naomi Klein (2000), we’ll argue for a re-definition of the concept of “fetichism” of the Marxist tradition and the urge of update it. Starting from the assumption of the author concerning a more “conceptual” economy, based on the care of image and style of contemporary industries, we would like to refer at a syncretic kind of mixture between “culture” and abstract contents of what is sold and searched by the post-modern consumer. We’ll assume the claim that successes of brands are fundamental, also, in the development of individuality and in the process of recognition; the end of the article will inquire about the anti-marketing movements and its consequences. For protesters there would be some advantages to ruin the enemy industries or the challenge itself indicates the way for a sufficient supervision of customers on their products?