Clearly the techniques of branding have both thrived and adapted since I published No Logo. But in the past 10 years I have written very little about developments like these. I realised why while reading William Gibson’s 2003 novel Pattern Recognition. The book’s protagonist, Cayce Pollard, is allergic to brands, particularly Tommy Hilfiger and the Michelin man. So strong is this “morbid and sometimes violent reactivity to the semiotics of the marketplace” that she has the buttons on her Levi’s jeans ground smooth so that there are no corporate markings. When I read those words, I immediately realised that I had a similar affliction.