The name of this newsletter is Engage:Men, and that's what we've been talking about in our earlier columns such as: Making the Men In Your (Marketing) Life A Priority This Year and What The Data Says About the State of the American Man.

Let's give men some credit - they actually do care about the brands they use - and they are doing the buying.

Check out any Fantasy Football message board, blacktop pickup basketball court, or "Call of Duty" battlefield, and you'll see the flourishing of an often-misunderstood emotional play: trash-talking. In these worlds, talking trash is an accepted - and acceptable - part of the game. Competitors poke and prod and insult each other in order to provoke a negative reaction and gain an advantage.