(Originally published September 19, 2007)
Spadina streetcar, Tom’s of Maine
Caucasian woman, early 20s, with short, spiky red hair tucked in a green paisley bandana, wearing a loose black T-shirt with a hole in the right shoulder at the seam, fraying jeans shorts and Crocs.
No Logo, Naomi Klein (Knopf)
Page 138:
After all, the Gap’s project is to take a distinctive object–clothing–and brand it so completely that purchasing it from the Gap is as easy as buying a quart of milk or a can of Coke. Starbucks, on the other hand, is in the business of taking a much more generic object –a cup of coffee– and branding it so completely that it becomes a spiritual/designer object. So Starbucks doesn’t want to be known as a blockbuster, it wants, as its marketing director Scott Bedbury says, to “align ourselves with one of the greatest movements towards finding a connection with your soul.”
She buys her organic coffee at The Big Carrot, $2.00 for a large, sweetened with Stevia, and her croissant at Tim Horton’s where it’s solid and chewy, not airy and dry, because she resents paying for something that flakes off into the bag as if her money grows on trees.
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