A product launch is not as simple as it used to be. Thanks to technology a product “drop” has become a powerful tool for brands to build buzz, Christopher Mims writes for the Wall Street Journal. A drop is defined as anytime a company announces a limited-edition product without notice or announces that something is coming and teases consumers with tips on when it will be available. Mims writes that the collision of e-commerce and social media technologies can get many people, especially millennials and Gen Z, wrapped up in the hype and waiting anxiously for the moment it’s available. But sometimes part of the excitement is bringing it into the real world and requiring consumers to line up outside a brick-and-mortar store like it’s Black Friday.