Corning’s future with glass.

Ever since we were young, we’ve been enamored with visions of the future.  From AT&T’s “You Will” ads to Spielberg’s “Minority Report,” it is exciting to see and imagine what life will be like.

We (mostly) like this video from Corning about the future and their role in it.

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It is a little too corporate video-y for us.  Imagine if the production values were actually less professional?  Lower production values might bring it closer into the present and make it seem more real.  Missed opportunity there.

Aside from the production, we like it as a marketing idea.  Niels Bohr said, “Prediction is very difficult, especially about the future.”  Marketers too often try to predict what will happen and plan for that rather than make the future happen in a way that will benefit their business.  We like Corning’s approach here.  Give people a mental model of how to live, and show them how Corning can be a valuable and central tool to live that way.

Corning agrees with Alan Kay who said, “the best way to predict the future is to invent it.”




"Corning’s future with glass." by Scott
Posted in Brands Enabling Stories on Thursday, March 31st, 2011