To journalist Naomi Klein, the neoliberal economics of the past forty years amounts to a veritable creed, “the contemporary religion of unfettered free markets.” Indeed, “corporate business has always had a deep New Age streak,” she observes, with branding as the most advanced form of “corporate transcendence.” The Nike swoosh, the Starbucks siren, and other trademarks are neoliberal totems of enchantment.
