How to be the Nike of Product Launches

Nike Running Brand Director Elisabeth Freitas observes "When we launch something we want to have experiences that the influencers, the athletes, the everyday consumer can go and feel the story." To get people excited about a new product, a brand must bridge the gap between sales and lifestyle to show prospective buyers what they're missing.

That's easier said than done, of course. Great product launches are rare for a reason. Companies that consistently succeed in their debuts possess both a flair for the unusual and proven strategies to back up their tactics. Read the full article here.