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.