Launching a new product is an exciting time for a company.  Product engineers are getting kudos for their hard work, the sales force is revved up, and marketing efforts are kicking into high gear to let the world know about your new offering. Your marketing plan for the launch likely includes these tactics: Professional photographs of the new product Digital …

I don’t always drink beer.  But when I do, I prefer Dos Equis. These words are, of course, from the wildly successful ad campaign created by Euro RSCG (now Havas Worldwide) in 2006 for Cuauhtémoc Moctezuma Brewery’s Dos Equis brand. Jonathan Goldsmith played The Most Interesting Man in the World for 10+ years and ended each ad with the line “Stay Thirsty My …