Chapter 8 Packaging for the President and Secretary of State

British Prime Minister Winston Churchill has a photo of a scowling face and piercing eyes, which is said to be the masterpiece of Canadian photographer Kashi.At that time, Churchill had just stepped into the camera, and Kashi suddenly stepped forward and snatched his pipe. The prime minister was unprepared, and suddenly flew into a rage, his eyes were wide open, his hands were on his hips, and he was aggressive.Later, this photo became the spiritual symbol of "Never Surrender" in the British Isles during World War II. If someone hadn't made the "behind the scenes" of this photo public, who would believe that the image of the leader of "Never Surrender" was actually angry for "defending" his own pipe?

It can be seen that deliberately shaping one's own image in order to achieve a certain purpose is also a packaging technique often used in communication. Everyone on earth knows that Hillary Clinton, the 67th Secretary of State of the United States of America, is Clinton's wife.Before Clinton ran for president, she was a feminist inside and out: wearing pedantic black wide-rimmed glasses, wearing a large plaid suit with feminist imagery, and speaking a lot of radical language.This image violates the image of the first lady who is noble, elegant and maternal in the eyes of Americans, and once affected Clinton's votes.In order for Clinton to achieve the goal of a successful campaign, Hillary's image design team carried out a transformation on her: replaced the masculine and boring feminist clothing with feminine and colorful fashion, and designed her Stylish hairstyles; contact lenses instead of pedantic, pedantic black-rimmed glasses; mild reformist rhetoric instead of radical, extreme language.Hillary's new image made her reflect the independence, wisdom and charm of women, conformed to the psychology of the American public, approached the expectations of American voters for the first lady, and played a big role in winning votes for Clinton.

Not only international celebrities value their packaging.If we pay attention to relevant reports, we will find that many successful people in China also use the "packaging technique" very skillfully. Real estate tycoon Pan Shiyi planned a series of packaging events in order to publicize his marketing strategy of "Entertaining real estate to the end": he appeared in a financial magazine with a group of celebrities in suits and leather shoes, and appeared in the "Happy Dictionary" hosted by famous talker Wang Xiaoya.He ran "SOHO Tabloid", built a website, published "Chop Suey", and became the spokesperson for well-known companies such as Sony, Hewlett-Packard, International Business Machinery Corporation, and LG Group.He also made a TV show with the popular host Li Jing - "Lao Pan Enters the City", etc.What did Lao Pan do?In an interview, Lao Pan proudly said that his show saved a lot of advertising costs.Yes, with the ingenious packaging of these public events, wherever Lao Pan goes, who would not think of his company's brand?Isn't the purpose of Lao Pan's high-profile participation in social networking is to package his corporate brand?

In addition, let's take a look at Ding Lei, the founder of Netease who is younger than Pan Pan, Zhang Chaoyang of Sohu, etc., which aspect of them impresses the deepest in the minds of the public?Which one impresses you the most?Is it their company's financial statements, or the "Sunrise" image they packaged themselves?Image first, of course. We may not be able to achieve the bold packaging results of successful people all of a sudden, but we might as well learn the essence of their packaging: Packaging is to make yourself more popular and more influential; Packaging for their own social purposes;

Packaging is to pay attention to transforming the previous image that is not conducive to social interaction; The packaging should be in place, flexible and moderate, not too much.