Corning as a brand may not be as recognisable to most people, as it is mostly selling a product to manufacturers. But their product is in almost every home or business. They produce the new glass screens for todays connected world, in many smartphones, tablets and laptop computers. Corning build their brand on strength & innovation, as is clearly highlighted on their website. But don’t just take my word for it, have a look for yourself
“Always Tough, Always Innovative”. A tag line that really does go to the essence of the brand. According to Forbes, they define your brand as: “your brand is what your prospect thinks of when he or she hears your brand name”.
Well, if that’s true, then l do believe their brand to be Tough and Innovative. Even the device l’m using to type this, uses their product, showing just how prolific the brand & product really is. But do most people actually realise they are using a Corning product? Does Gorilla Glass mean anything to the average user?
In most cases you’d think not, but in the B2B world where they mainly operate, they are well established, and portray a message of constant innovation, as shown by their latest product release, VIBRANT CORNING® GORILLA® GLASS.
This product has taken to printing on glass. A giant step forward, in the world of glass, especially in the huge market of connected devices. So I wonder if they are looking into the deeper aspects of marketing, such as “The intangible cognitive and emotional associations that the company helps the customer connect to its brand” (iacobucci, mm4, 2016).
Engaget.com spoke to Scott forester, director, gorilla glass innovations, and talked about the market for such a product “We’ve gotten a lot of interest from companies that want to add their multicolor logos to devices”. So perhaps these really are the intangible cognitive and emotional associations that they are looking for.
As we know with these brand associations, the concrete product atributes, are more easily identified with the size, shape & colour etc, while as me move further up the hierarchy of brand associations we start moving into functional benefits with high strength, thin, light weight. While the emotional benefits can be much harder to convey, and seems that Corning are looking into this much more with their latest development.
Even though their brand is very strong and clear, the product produced must be able to stand up to the values the brand represents. According to the 4 P’s of marketing (Product, Price, Place, Promotion), the product is a critical component. In this case, can you see how they’ve run a “Top Down” new product development process? It can be defined as having 3 steps (Iacobucci, mm4, 2016):
- Idea Generation
- Design & Development
According to a CNET interview (2014) with Dave Velasquez, a Gorilla Glass marketing director, “We already have the best glass out there — I’m very confident about that — but it’s not good enough, so we’ve made it better”.
Do you now also believe, just like me, that Gorilla glass, really is up to the task? The umbrella brand they’ve created, the product range, testing, and excellent message delivery, really does make them, “king of the office”
Written by: Andrew Ryan (acry78) – 23/4/16 6:30pm
McLaughlin, J. (2011, December 21). What is a Brand Anyway? Retrieved from Forbes: http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#40986782aa4b
Tarantola, A. (2016, April 19). Corning can now print high-res images on its glass. Retrieved from Engaget: http://www.engadget.com/2016/04/19/corning-can-now-print-high-def-images-on-its-gorilla-glass/
Seifert, D. (2016, April 19). Corning can now print images directly onto its gorilla glass. Retrieved from The Verge: http://www.theverge.com/2016/4/19/11460594/corning-vibrant-gorilla-glass
Iacobucci, D 2013, Marketing Management (MM4), South-Western, Cengage Learning, Mason.