Brand Master [Comprehensive Yingmei]

There is a disgusting thing in the advertising industry called pitching.

Some big clients will contact multiple advertising companies at the same time, and let these advertising companies make proposals for themselves, and then find the most suitable one among them. This process is called pitching, and pitching is divided into creative pitching and media Compare manuscripts and so on.

In order to win customers, advertisers have to do their best to produce their own proposals, but if they are not selected in the end, it is tantamount to working for nothing, so the most annoying thing for people on Madison Avenue is pitching.

But Vera doesn't have this kind of trouble, because since she started her career, she has never lost a draft pitch, so she doesn't understand the nervousness and irritability of other advertisers when pitching pitches.

From a side perspective, the proposals that Vera handed over during the draft competition are always much higher than others.

Vera didn't feel offended at all when she received Batman's request to "meet Cyborg on the weekend", and she took it for granted.

From the professional point of view of an advertiser (community animal), she has only received an invitation from a client (Super Seven), and then she will naturally have to compete for pitches. She is very used to this process, and even feels that The Super Seven is also very professional and reliable.

Therefore, Vera simply took some time to make a proposal according to the scale of the draft competition at the level of participating in GSK and P&G, and stood on the podium in this huge conference room after fully preparing.

After releasing the display software, she originally wanted to directly explain her future brand operation plan for the Super Seven, but she put it on the first page of the proposal. Looking around, she saw a few confused heads below.

Except for the two good students (?) sitting under the podium in front, the faces of several superheroes including Steve Trevor are full of question marks.

It's really not pretending, it's just a few of them who basically don't know anything about the so-called public opinion, public relations, and media.

Green Lantern Hal Jordan used to be a pilot, Flash Barry Allen is still a policeman in Central City, Shazam Billy is an underage ordinary high school student, let alone Wonder Woman Diana.

Cyborg Victor and Steve Trevor, who know a little bit about these contents, barely understand it... But Vera made a big move "about the brand management of the Super Seven" as soon as she came up... Actually, they didn't understand.

And to be honest, the main purpose of their coming here is to eat melons, and the rest is not within the scope of concern.

The Flash: "I don't quite understand why the Super Seven need brand management?"

Green Lantern: "When did the Super Seven become a brand?"

Shazam: "What is brand management?"

Wonder Woman: "What's a brand?" (a crit)

Vera suddenly stopped fiddling with the mouse, raised her head, and looked at the superheroes in front of her with a blank expression.

Under her gaze, the problem children didn't feel anything wrong at all, and looked back at each other innocently and confused.

They really don't understand.

It's as if a calculus professor is teaching a group of middle school students, and he will differentiate the function as soon as he comes up. If someone can understand it, then he has seen a ghost.

Vera: "..."

Take back the foreword, you are reliable.

Of course, top students like Superman and Batman who have done their homework beforehand don't count.

The eyes of the two "good students" under the podium drifted away at the same time, pretending not to see Vera's rare gaffe.

Just when both of them thought that Vera would be annoyed, she took a deep breath, turned off the big screen, and came out from behind the podium.

Under the gaze of everyone, she leisurely stood among the crowd and raised her eyebrows:

"Since this is the case, let's not talk about the brand or the media today. Let's talk about the current public opinion dilemma that the Super Seven is facing."

As she said that, Vera opened the writing board next to her and wrote the long phrase "crisis of public opinion" on the whiteboard, then tapped the word "public opinion" and asked unhurriedly:

"I know you don't care about the so-called public opinion, but you really don't want to know why you have saved the earth and prevented the invasion of aliens in the Washington War, but you still receive a lot of resistance and even become notorious? "

It has to be said that Vera really grasped the core of the Super Seven's confusion and confusion for a while.

As soon as this sentence came out, there seemed to be some magical power. The few people who were still confused just now, who were not interested in any brand planning, immediately raised their heads, and followed Vera closely with eyes as sharp as fire and eager for knowledge. go.

——They really want to know the answer.

True, before Washington, before the Super Seven, each of them had been condemned and criticized by the public, and even the people who tried their best to save them would not appreciate them at all.

But hasn't this situation changed after the Washington War?

Green Lantern and the others all pay attention to the Internet, newspapers and TV. They naturally know that the media has been chasing Superhero during this period. Although Diana didn't know it, she was also the one who had personally experienced the commendation meeting at the time and was honored as a hero by Walker. That's why she couldn't understand it.

"Why do I save humans, but humans hate me and hate me?"

Just came out of Paradise Island, Princess Amazon, who didn't understand anything, was very confused and angry, "I saved the president, but now he wants me to be his private soldier. He violated the basic morals!"

After gaining the attention of everyone present, Vera lowered her face and said word by word:

"Unfortunately, you are wrong."

Before Green Lantern and Shazam jumped up in rage, she continued to speak quickly:

"From the beginning of the Great War in Washington to the present, the people who admire you and the people who hate you have never changed-you have seen all this, whether it is the whole world's pursuit of you at the beginning, or the entire public opinion circle's love for you now. Criticism and condemnation, all, all, yes, false!"

Vera pressed one hand on the whiteboard, spread her palms out, just enough to hold the word 'public opinion' in her palms, and said coldly:

"Everything people see, including you, is just what the media wants the audience to see."

This passage was like a thunder that pierced through the darkness, instantly blowing everyone up.

"impossible!"

Shazam retorted almost subconsciously, "After the Washington War, many newspapers, periodicals and TVs released reports about the Super Seven, and the comments below all praised us!"

"……yes?"

Vera hooked her lips, she turned on the screen again, and displayed a long list of information.

Based on online public opinion, she made a table about the support rate of superheroes, and the eight people present could clearly see the changes.

——Taking the Washington War as the time point, before the war, the support rate for people with superpowers was 12%, while the group against people with superpowers accounted for 19%. 69% of people have no interest in people with superpowers, and have basically never paid attention to them.

After the war, with the announcement of the commendation meeting and the continuous publicity of the media, the loyal supporters of superheroes rose to 31%, but in contrast, those who opposed superheroes soared to 40%, and the remaining 29% It is a neutral group of people, under the propaganda of the media, they will maintain a good impression of superheroes.

That is to say, the media's continuous publicity during this period of time has only expanded the popularity of superheroes and allowed more people to clarify their attitudes. But if you really want to say that the media has made people like superheroes more, that is pure nonsense.

Several people stared at the form dumbfounded, completely speechless.

Shazam stared at the numbers on the form, and said: "But, but I clearly see that the comments under those reports are all supporters."

"Will those who oppose you go to read the reports praising Chaoying?"

Vera asked back coolly, her voice was light and fluttering, but it weighed heavily on everyone's heart,

"Besides, how can you be sure that those accounts that praise you in the comments are real people?"

Shazam is still ignorant, but Green Lantern and The Flash have vaguely understood Vera's meaning, but they still ask unwillingly:

"But there are people around us who have clearly expressed their support for superheroes!"

This is something that happens around us, not manipulated by the media.

Vera glanced at the unconvinced Green Lantern, suddenly changed the subject, and said without beginning or end:

"It's going to be sunny all day today."

A few people other than Batman and Superman: ? ?

Green Lantern was also stunned for a moment: "...so?"

"It's [-]:[-] in the morning, but I predicted in advance that today will be sunny all day—it's because of the weather forecast this morning. Not only that, the weather forecast also told me that the temperature is very high today."

Vera said, glanced at Batman, and said with a serious face:

"So I saw Batman still wearing this heavy armor this morning, so I told him that today is sunny and the temperature is high. Mr. Black, if you continue to wear it like this, you will suffer from heat stroke."

Inexplicably, Batman was pulled out as an example: "..."

People: "...Pfft!"

Vera continued: "Thus, through my words, Batman knows today's weather—then may I ask, is his source of information true and not manipulated by the media?"

No.

What Batman got from her about the climate, in the final analysis, also came from the weather forecast of the media at the beginning.

"I don't know how high the temperature is today, but the media say so, I can only choose to believe, because I have no other way to get this information."

Vera looked at Green Lantern and tilted her head.

"And I am also the majority of people in this world."

McLuhan, the founder of media environmental studies, has a very classic theory: media is the extension of people.

This sentence means that any medium is an extension of human senses. For example, newspapers and magazines are the extension of people's vision, radio stations are the extension of hearing, and TV is the extension of audio-visual integration.

Because of this, with the rapid development of the media, everyone can obtain information from the whole world in a timely manner:

Living in the subtropical region, but can 'see' the beautiful aurora far away in the North Pole; obviously living in the suburbs of New York, but can know the murders that happened in California; never contacted superheroes, but can know their appearance, ability and record...

All this is not because people see with their eyes and hear with their ears, and the channels for all their news are various media.

People will believe what the media tells them—because people don't have the time or the ability to verify the world for themselves.

Explaining this theory to the superheroes in detail, Vera glanced around the conference room and said meaningfully:

"In other words, if a person masters all the media in the world, does it also mean that he controls our eyes to see, he controls our ears to hear, and he uses the media to control us? The whole world?"

The media reported the feats of superpowers in the Washington War, and people who have not experienced the war know about superheroes.

The media reported that Batman was suspected of murder. Most people have no ability to personally verify the authenticity of the news, they can only believe it.

Not only that, while the media reports, it is also controlling the tide of public opinion. It wants people to see superheroes, and people saw the Super Seven who saved the city in the Washington War. It wants people to be aware of the evil of superheroes. People saw Batman suspected of murder.

If there is a newspaper that reports on the serial killings in California, people take it for granted that the law and order in California is bad, and when a TV station publicly denounces human rights in other countries, people take it for granted that the people in those countries have a bad life.

Who will go to ask for proof?

From the weather to homicides, from financial stocks to superheroes, the world in our eyes is not a real world, but a world created by the media.

Everyone lives in Truman's world, but they don't know it.

The Green Lantern and the others understood, and their expressions gradually became serious.

As for Trevor, who had doubts about Vera's ability at the beginning, his heart beat violently.

Taking a panoramic view of everyone's reactions, Vera didn't seem to think it was enough, so she added another fire.

She spread her hands, pointed towards the void, and asked lightly:

"Now it's just the media agitating to regulate superheroes—if one day, all these media unite to slander the Super Seven like they slandered Batman before, what should you do?"

"The world is so big, it is impossible for you to clarify to everyone face to face. When it comes to that point, no one can hear your explanation, no channel will speak for you, and all people see is the depraved super villain. People unite against you , how do you deal with it?"

On the high podium, those lake-green eyes lowered slightly, looking down at everyone, as if asking:

Do you still feel that public opinion is not important?Do you still feel that PR is just a trivial matter?

"..."

Green Lantern and Shazam stopped talking.

If it was said that before Vera appeared, they still felt that public relations and public opinion were not important at all, but after Vera said these words, everyone's mentality changed.

It seems that people who have been living in the mist have finally seen their surroundings clearly, and it seems that they have been enlightened, washing away all the inherent worldviews before.

Several pairs of eyes stared at Vera at the same time, and when they saw her data and media materials, they couldn't help but feel chills in their bones.

In the end, Steel Bones, who knew a little bit about this, was the first to react, and he asked in a low voice:

"...Then what should we do now? Public opinion has become very bad, how can we rewrite the current situation?"

At this moment, he had completely abandoned his previous doubts about Vera, and faced her with an attitude of discussion and consultation.

After listening to Vera's impromptu speech just now, both Cyborg and Trevor clearly realized:

This lady is here today not because she has any special affair with Superman, nor because Batman has any other plans for it...

She stands here only because she has this ability.

Finally seeing the respect and importance in the other party's eyes, Vera's lips curled up.

"It's simple."

she says.

"It's enough for you to surpass all the media and become the biggest opinion leaders."

"Let the public hear your voice, let the public understand your actions, let the public trust you, let the public follow your will - the more voices you win, the more public opinion will be inclined to you, until then... You will no longer be slandered and destroyed by public opinion."

...!

No one spoke, and everyone stared at the eloquent Vera, as if they had heard something from the Arabian Nights.

At that time, the young people who had just become superheroes and didn't understand the true meaning of what it represented, didn't understand Vera's thoughts and plans at all, but from this passage, they heard a strong ambition.

In the dead silence and silence, Shazam looked at his palm suspiciously, raised his head again, and asked nah nah:

"But... can we do it alone?"

Vera finally smiled.

There seemed to be light in her eyes, and her tone was gentle and firm:

"That's why I'm here."