"Hurricanes are merciless, but there is love in the world. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 infoThe first batch of relief supplies was received in the disaster area on Long Island......"

"Rhode Island State Government: Do everything in its power to help New York's victims survive the ......"

"Adversity sees the truth. GOVERNOR LYMAN: Thank you to the people of Rhode Island for their selfless help. ”

"FedEx, the mission must be achieved. A convoy of Long Island emergency relief supplies arrives in New York. ”

"Rain or shine, starry night. Uncover the legendary journey of a disaster relief tent. ”

"Long Island arrived in the disaster area quickly, and tens of thousands of victims were properly resettled......"

If there had been a mobile Internet in 1938, the news of "Rhode Island State Aid to New York's Long Island Relief Supplies" would have swept the screen. Together, the mouthpieces of both parties have reported on the relief effort much more vigorously than the hurricane itself has reported on the previous two days.

While the damage caused by the super hurricane (more than 700 people lost their lives and 67,000 were homeless on Long Island), the more than 100 truckloads of supplies that Rhode Island provided were a drop in the bucket. But this did not dampen the enthusiasm of the media to sing the praises of it.

In these news reports with the theme of "two parties join hands to meet the challenge", (the tone set by the bigwigs of both parties, which media dares to go off-topic) FedEx has also become one of the news highlights with its outstanding performance in the rescue operation.

The picture of the endless truck team speeding in the wind and rain is still very visually impactful. Many media outlets have used such photos as news captions.

The corporate image of "FedEx, mission must be achieved" began to form in the hearts of the American people. The media even gave the rescue convoy a nickname – the Long Island Express.

Historically, the "Long Island Express" was originally the nickname of this hurricane. Because the super hurricane made landfall on Long Island and swept through the entire New York and New England areas overnight.

In this life, the name was preemptively registered by John. Who made the word "Express" mean both express train and express in English, which really fits well with John's company. As for this hurricane, let's honestly call it "New England Hurricane".

In fact, these news reports are just the first step in FedEx's branding plan. FedEx's branding team has been preparing for this for half a year, and now it's finally time to find the right opportunity to make a difference.

Back at the beginning of this year, John started building the FedEx branding team. Ever since John came up with the idea of "asking Santa Claus to endorse FedEx" last Christmas, only to find that no one had implemented it, he has been searching for branding experts.

Currently, the person in charge of FedEx branding is a middle-aged man named Leo Bednar. John had put a lot of effort into digging him up.

Born in 1891, Leo Bednar has been in the advertising industry for more than a decade, and before joining FedEx, he opened a not-so-successful advertising agency in Chicago.

In fact, by the time John approached him, Leo Bednar had already screwed up two orders of Hershey's Chocolate and Wrigley Chewing Gum, barely surviving with his partnership with Hulk Canned Peas.

Don't look at Leo Bednar at that time, he was so poor that he couldn't even afford the fruit to entertain customers. But John knew that this "superbly smart" guy was America's best advertising creative, and the combination of Marlboro cigarettes and western cowboy images was his masterpiece.

Strictly speaking, Leo Bednar is not a FedEx employee right now. He is the head of Leo Burnett Advertising Agency, a subsidiary of FedEx.

That's right, John bought him along with the little advertising agency at the time. Anyway, it was a small company with 8 employees and 3 customers, and all the assets added together were $80,000.

So, when John took control of the company for $50,000, no one at FedEx took it seriously. Even Jacob, the chief financial officer, who has always been a little dissatisfied with John's "indiscriminate investment", did not say anything.

No one except John would know that in a dozen years, the company would grow into one of the six giants of the American advertising industry with an annual turnover of more than 100 million. Is there a more lucrative business than $50,000 to buy an advertising giant?

On the question of what brand image FedEx should establish, Leo has been thinking about it for a long time. Fast is undoubtedly the core value of the company. In the past six months, Leo has prepared no less than a thousand expressions to show FedEx's "fast".

A few days later, huge advertisements for FedEx were published in major newspapers. The background is a monstrous flood and the main body is a group of panicked people surrounding a FedEx truck, and a lifeboat is being unloaded from the cargo box. The slogan is: "FedEx, faster than a hurricane!" ”

In the 30s, advertising creativity was nowhere near as developed as later generations. This innovative print ad has achieved great publicity results. It will take some time to see whether the company's business volume will grow, but the rise in the company's popularity is already obvious. Now, even when John asks Ella to hand over the newspaper at breakfast, the little one says "TheMissionMustReach".

Moreover, John is well aware that the company's current performance is not too important, and it is the foundation that is the most important. As long as the company successfully establishes the position of the industry leader, it will naturally be able to grab the largest piece of the industry cake when it becomes bigger in the future.

Moreover, although FedEx does not have a personal business, it will be a huge market in the future. Isn't there a stereotype in psychology? It is also necessary to make the company's image deeply rooted in the hearts of the people, and then influence their future consumption behavior.

While John was all about FedEx's growth, there were still people who were worried about his personal development. This man was his cousin William. Unlike the last time the Federal Food, Drug, and Cosmetic Act was passed to erect John's reputation in front of the public. This time, William took the upper route.

John didn't notice William's "little moves" at first. When some New York politicians came to visit, he didn't pay much attention. After all, this free transportation of disaster relief materials can be said to make the New York State government owe him a lot of favors. It's normal for people to want to express their gratitude and deepen their connection.

Slowly, however, John realized that something was wrong. These people are not very high-level Republicans, belong to the middle-level forces of counties and cities, and have little to do with the state government. And these people have the meaning of looking at his horse head in and out of their words.

With questions, John called William. On the phone, William asks John to get in touch with the gang, saying that they will be of great use to John in the future.

"Big use?" John was a little confused, "These people are just the middle level of the county board of supervisors and municipal management committees, what use can they be for me?" ”

"You'll need them later." William explained, "These are the family's old legacies in New York State, so you have to look at them." ”

The last time the Republican Party was in power in New York was before 1922, and control of the state legislature had been lost for a decade. Even though the Vanderbilt family has been deeply involved in New York State politics for nearly a hundred years, William has not been forced to leave other states in the end.

After so many years, the family's little political power in New York State has long since disappeared. is still old-fashioned, this group of people is obviously retained because they were all small minions more than ten years ago, and the Republican Party disdained to suppress them.

Even if John wanted to run for Congress in the future, he would not choose New York as his constituency. What is William's plan to let himself gather these people now?

This made John suspicious. You think, this is almost the same as a provincial governor suddenly letting people entrap a group of small bureau chiefs of cities and counties in neighboring provinces, which is too unbelievable.

Under John's repeated questioning, William finally revealed something: "These people are not useful to me, but Dewey has important things to use them." Lyman, they owe you a favor now, and with you to protect them, it is not easy for them to attack those people openly. ”

"What do you mean? Affection use me as a cover for Dewey! John wasn't happy.

Dewey is the political star of the Republican Party in recent years. This independent prosecutor and special prosecutor in New York State has been touted by the media as a "gangster buster" in the past two years.

Unlike FBI Director Hoover, who likes to pinch soft persimmons, this Dewey is a master who loves to gnaw hard bones. In the past few years, he has really sent several gangsters with deep backgrounds to prison. This gave him a high prestige in the eyes of the New York people.

John has never been very interested in this "jealous" little prosecutor. He felt that Dewey's success was only due to the need for a special political environment and the full support from above.

You have a completely independent law enforcement team, an almost infinite budget, unbridled phone interception and the right to hold witnesses for long periods of time, and you can't bring down a few gang leaders?

Moreover, Dewey was politically ambitious and particularly fond of packaging himself. In the past two years, Hollywood has produced a lot of detective films based on him, and CBS has also released a radio program that tells the story of his case.

"You don't need to do anything specifically, just keep in touch with those people." William knew that John didn't like Dewey, but he persuaded John to cooperate: "You'll know later, it's good for you." ”

"Really, it's so mysterious." Hanging up, John muttered dissatisfiedly. He had been wondering in his heart what a group of people from the county board of supervisors and the municipal management committee would be of use to Dewey.

Suddenly, a thought flashed through me. He's not going to have his eye on the Tammoni Association. Oh my God, this kid is fat enough. It's the rhythm of turning the whole day of New York upside down. No wonder the party bigwigs want John to cooperate with him, and only in this way can the Republican Party achieve a turnaround in New York State.