The Superbrands that Ate New York
May 24th, 2000By Naomi Klein Faced with the Million Moms in Washington and a mounting cry for tougher gun laws, the National Rifle Association has finally decided to pull out the really big guns. At its annual meeting in North Carolina last week, the organization announced its plans to open an NRA-theme restaurant and superstore right in the middle of Times Square: the NRA- Sports Blast and the NRA Grille. They will fight mandatory trigger locks with greasy oversized hamburgers and brand-mobilia. No longer will the awesome powers of lifestyle branding be left to the bleeding hearts over at the Rainforest Cafe, with their screeching parrots and tropical storms erupting on your potato skins. Soon, the NRA will sell tourists pieces of the gun-toting lifestyle, with shooting games to play and wild game to eat. No actual guns will be sold, just clothing and trinkets emblazoned with the NRA logo. John Sugarmann, executive director of the U.S. Violence Policy Center, told reporters that this foray in "eater-tainment" shows that the NRA is "bizarrely out of sync" with the times. And yet there is something undeniably in synchsomething positively nowabout the NRA's announcement. It is a recognition that lifestyle branding has...