Bernays talked a lot of not only shifting trends towards what your selling via good marketing through community engagement but also by manipulating government, social and industry standards and policy in a way that focus on the product you are trying to sell. For instance, if you're trying to sell work boots, you don't just sell work boots and be friendly and expect to win, you create organizations that say you need a certain kind of certified work boot and make it look like you have the workers safety in mind. This also makes the consumer's employer look good and amplifies your product. It creates demand. It creates illusion. Another way of looking at it is if you're trying to seize power, land and money, and you have a group of land owners you want out, you don't attack them, you create organizations and lobbies and charities to make it seem like you're trying to accomplish something else. In modern times, this takes the form of multiculturalism, anti-racism, aboriginal rights, socialism etc... This way you look like a champion of the people when really you're using these groups and ideas to divide and conquer. If you want to destroy a civilization you need to destroy the core of that civilization so you need to destroy the family unit and congregation. So instead of attacking the church and the family, you create a system that makes it look like you're fighting for women's rights or discredit the faith by exposing corruption. By introducing replacement faiths of lesser standards under the idea of multiculturalism. You use decoys, to get what you want sold out to the public. This used to be strictly used for war before the 20th century in the form of false flags or to create hatred in some way or another. But it shifted to commercial products under Bernays and has evolved into politics today.