Here's What It Takes for a Company to Stand Out at CES

The planning process begins as early as the previous year

In the days after last year’s Consumer Electronics Show in Las Vegas wrapped up, public relations agency Diffusion approached each of its various tech-oriented clients with a question: Will they be returning next year?

For companies that opted to slide in their chips, so began nearly a year’s worth of charting product roadmaps, organizing narratives, coordinating previews and press conferences and other preparations that will all culminate over the course of a few days at this week’s massive trade show.

“You

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