Most brands struggle to get appropriate attention for their new ideas. Typically, new products have a highly orchestrated PR strategy, calling in favors from influencers and media, and drawing crowds by having The Black Eyed Peas or Pearl Jam play at an event. For Glass, Google took a page from the Apple playbook, and created “demand before supply” by using a more understated strategy centered on exclusivity and community.
The Plan: Exclusivity....