As consumers we are introduced to new brands that promise to make our lives better and easier on a daily basis. Few of these brands fulfill our expectations or impact the market. So what does it take to make a successful brand launch? This show looks at the entire process of introducing a new product and checks out some of the latest launches making headlines.

Our Brand Rant evaluates Red Lobster’s new makeover to become more upscale. Running shoe, Saucony, makes the Brand Spotlight for its “manifesto” rebranding effort. Our special guest, Bill Buxton, explains his theory on why products fail and introduces his new book, Sketching User Experience.