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New Logo: The Sutherland Report and the Re-branding of the WTO

New Logo: The Sutherland Report and the Re-branding of the WTO New Logo: The Sutherland Report and the Re-branding of the WTO 177 new logo: tHe sUtHerlanD report anD tHe re- BranDIng oF tHe wto j aN k laBBers * I. INTRODUCTION Tucked away in paragraph 27 , somewhere in the middle of other ruminations and in a rather casual manner, the main intellectual inspiration for the Sutherland report on the future of the WTO can be found: business and consumers continue to be the key stakeholders in the world trading system. And, lest their be any misgivings about where the authors of the report stand, they add the word “rightly”. The entire report is indeed best understood as an attempt at pacifying the consumers of the WTO. Since the WTO has come under attack from those that are not too keen on globalization per se as well as those who are not too worried about globalization as such but worry about its distributive effects, the Consultative Board established by the WTO’s Director-General has seen it as its main task to try and sell the WTO: and indeed, what else could be more fitting in a consumerist world? As a result, the report’s subtitle should not be taken too http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Organizations Law Review Brill

New Logo: The Sutherland Report and the Re-branding of the WTO

Klabbers, Jan
International Organizations Law Review , Volume 2 (1): 177 – Jan 1, 2005
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Publisher
Brill
Copyright
© 2005 Koninklijke Brill NV, Leiden, The Netherlands
ISSN
1572-3739
eISSN
1572-3747
DOI
10.1163/1572374054798314
Publisher site
See Article on Publisher Site

Abstract

New Logo: The Sutherland Report and the Re-branding of the WTO 177 new logo: tHe sUtHerlanD report anD tHe re- BranDIng oF tHe wto j aN k laBBers * I. INTRODUCTION Tucked away in paragraph 27 , somewhere in the middle of other ruminations and in a rather casual manner, the main intellectual inspiration for the Sutherland report on the future of the WTO can be found: business and consumers continue to be the key stakeholders in the world trading system. And, lest their be any misgivings about where the authors of the report stand, they add the word “rightly”. The entire report is indeed best understood as an attempt at pacifying the consumers of the WTO. Since the WTO has come under attack from those that are not too keen on globalization per se as well as those who are not too worried about globalization as such but worry about its distributive effects, the Consultative Board established by the WTO’s Director-General has seen it as its main task to try and sell the WTO: and indeed, what else could be more fitting in a consumerist world? As a result, the report’s subtitle should not be taken too

Journal

International Organizations Law Review – Brill

Published: Jan 1, 2005

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