媒体是广告的重要工具。在现代生活中，互联网无处不在。如果人们是消费者，那么大多数人每天都会接触互联网设备。在2016年的OMMA决赛入围者中，VOCO Creative由OMMA命名。 VOCO用Earth Balance制作广告系列，以展示素食主义者美味的食物图片。在互联网上，这些图片备受关注。 MEDIA 2015文章指出：“有两个核心范围-注意和访问。” （p4）因此，好的品牌推广必须更加注意社交媒体环境，并准确定位消费者。 VOCO将这些图片用于纯素食主义者和诱人的食物。消费者可以分为四类：大量的Twitter，我的门户网站，自助媒体和传统新媒体。 （媒体2015）作为品牌构建者，他们属于哪种类型的消费者会影响品牌构建者有效利用它的策略。素食主义者属于我的门户，因为他们不接受食品领域中的所有信息。他们不吃肉，所以他们知道数据的价值（p6，MEDIA 2015）品牌建设者必须先了解他们的消费者，然后才能使用Media作为广告工具。媒体在广告舞台上的地位越来越重要。汉堡王使用了一个名为Subservient Chicken的互联网游戏。之后，大量的消费者涌入了汉堡王。毫无疑问，只要公司能够准确地分析消费者，Media就能启发消费者。它的召唤力和影响力超出了想象。The definition of Branding includes a name and the image by advertising and marketing. A brand must establish a group of loyal consumers. Therefore, a good branding should have two basic elements which are good advertising and good marketing.
Media is a very important tool of advertising. In modern life, Internet is everywhere. If people are consumers, most of them will touch the devices of internet every day. In OMMA award finalists in 2016, the VOCO Creative is named by OMMA. VOCO create a campaign with Earth Balance in order to show vegans delicious food pictures. And in the internet, these pictures got lots of attention. The article MEDIA 2015states: “there are two core spectrums- Attention and Access.” (p4) So a good Branding must pay more attention to the social media environment and located the consumers accurately. VOCO used the pictures for vegans with attractive foods. And the consumers can be divided into four categories: Tons of Twitters, portal of me, media buffet and traditional new media. (Media 2015) As branding builder, which kinds of consumers they are belong to influences the strategies which the branding builder uses it effectively. Vegans belong to portal of me, because they don’t accept all information in food field. They don’t eat meat, so they know the value of data (p6, MEDIA 2015) The branding builder must knowing their consumers well before he or she use Media as an advertising tool. Media becomes more and more important position in advertising stage. Burger King used an Internet game which was called Subservient Chicken. After that, large numbers of consumer went into Burger King. There is no doubt that Media can enlighten consumers if the companies can analysis the consumer accurately. Its power of calling and influence beyond imagination.
另一方面，良好的营销是品牌塑造的另一个基本因素。如何成为优秀的营销人员变得越来越重要。有意义的营销是营销中的高级概念。在这篇文章中，有意义的营销可以为您做些什么，有意义的营销是通过三种方式满足消费者的需求，包括解决方案，联系和满意度。在电视剧《狂人》的You Tube中，商人通过用PPT展示家人的照片来出售他的产品。当消费者从图片中看到细节时，他们被那个男人打动了。门廊有一个很好的例子，保时捷聘请摄影师在Rich Area的保时捷为每所房屋拍照，公司将照片发送给每位房屋所有者。当车主带着自己的房屋和一辆保时捷汽车收到图片时，他们会想象如果这辆车属于他们，该怎么办。消费者从这种营销中得到的是对情感和认同感的满意度。好的标记永远不会促使消费者购买或接受，但会诱人。 Clorox的美国在线（AOL）是2016年OMMA动画决赛入围者之一，克洛洛克斯是父母制作的《暑假小怪兽》实地指南。这是一个有意义的营销手段，它可以帮助父母探索孩子的想象力和创造力，并减轻父母的压力。动画呼唤父母加入并放松。良好的品牌效应使消费者接受产品。具有意义的营销应挖掘品牌背后的含义。就像有关保时捷的广告一样，在此广告中，保时捷使用奶头驱动器来解释保时捷911和991的含义，即更快，更舒适和更高质量。
On the other hand, a good marketing is another fundamental factor of branding. And how to be good marketers is becoming more and more important. Marketing with meaning is an advanced concept in marketing. From the article what marketing with meaning can do for you, the marketing with meaning is to meet consumers’ needs in three ways which include solutions, connection and satisfaction. In the You Tube, the TV drama Mad Man, the business men sold his products by showing his family’s picture with PPT. When the consumers saw the details from the pictures, they were moved by the man. There is an excellent example from porches, Porsche hired photographer to take pictures at the every house with a Porsche in Rich Area, and the company sent the picture to every house owner. When the owner received the picture with their own house and a Porsche car, they will image what if the car belongs to them. What the consumers got from this marketing is to get satisfaction with emotion and sense of identity. A good marker never pushes the consumers to buy or accept, but inviting. One of the OMMA award finalist in2016 in Animation is AOL for Clorox who made A parent’s Field Guide to The Little Monsters Of Summer Break. This is a good marketing with meaning, it helps parents explore imagination and creativity from children and ease the parents’ pressure. This animation call parents join in and relax. A good branding makes the consumers accept the products. The marketing with meaning should dig the behind meaning of the branding. Like the advertising about Porsche, in this advertising, Porsche use a teat driver to explain the Porsche 911 and 991 the meaning which is faster, more comfortable and higher quality.
作为这个社会中的媒体消费者，我属于“我的门户”。虽然我一直在线，但我专注于获得的隐私和信息。我喜欢积极参与，但是我只想参加自己喜欢的人。Marketing with meaning gives consumers solution to improve the brand meaning. When the most women get older and losing self-esteem, Dove didn’t continue to explore soaps quality, but give their products meaning. The meaning of Dove is improving the women confidence by using their products. The aim of marketing of Dove is a solution of explaining the beauty of women. After that, Dove’s selling is increasing rapidly. So the behind meaning of branding should give their consumers a solution to solve their problem what they face. A brand also needs to connect to their consumers. When the brand formed, the company must sustain the position in the business necessarily. Nike is a good example of guard their brand of connection with Apple or iPod. Everyone likes to be health, Nike+ can link to the electrical device to push people do more exercise by supervising exercise condition.
From the discussion above, modern branding is not just a brand anymore. It is a dynamic concept which includes the behind meaning of consumers and the company’s design principle with all kinds of advertising and marketing. Today，branding not only includes the high quality and name, but also the marketing methods and the concept that consumer think of when they hear this brand.
As a media consumer in this society, I belong to “portal of me”. Though I am always online, but I focus on privacy and information I get. I like to participate actively, but what I just want to participate in those I prefer.