Google’s (GOOG) “How It Feels” ad for its Project Glass wearable computer is a good example of creating brand excitement before a product is commercially available.
The ad seeks to give potential customers the feel of the next-generation device. Glass users can shoot and share photos and video, send text messages, post on social media, and initiate commands by voice, or scroll through menus by nodding their head or moving a finger across the device’s frame.
Ironically, though, advertising is explicitly banned from Google “Glassware” (the company’s chic terminology for the device’s apps).
As of this writing, Susan J. Aluise did not hold a position in any of the aforementioned securities.