A DAY MADE OF GLASS – MADE POSSIBLE BY CORNING
Welcome to my blog and to my “Branding” world. Branding is my passion—a passion I hope to communicate and share through my blog with those who are invested with the same ardour and enthusiasm. I’ll be covering two themes in my blog: the fundamental elements of branding and the future of branding.
When I saw this video for the first time, I recall the feeling of having seen the future and of being deeply impressed by it; in other words, I became filled with emotion. Now that’s a perfect example of a video on brand image positioning…extraordinary. The framework of this demonstration is a story—one of the best ways to communicate a brand…not a long winded President in the midst of a tedious speech or a boring product demonstration, but rather a story. In expressing a brand, the communication must cater to the brain’s dual dimensions: the rational and the emotional…the left side and the right side, usually with emphasis on the emotional dimension since memory is intimately tied to the level of intensity of emotion—the more powerful the emotion, the stronger the memory imprint.
Sounds, especially music, and the quality of images play a pivotal role in this presentation, although it’s interesting to note that the values of the CORNING organization are also included—family, security, healthy nutrition, etc…not to mention the manner in which the story reflects the image of the story teller.
I believe those who dwell in branding can take away valuable lessons from the video, including the viral aspect…I wonder just how many people have viewed this video. Don’t forget to read the video commentaries, good and bad. They’re very insightful.