Packing List: What to Know Before CES 2026

It’s that time again, CES is upon us! As many celebrate the Holidays spanning Thanksgiving, Christmas and the New Year, the consumer electronics industry is busy at work preparing for its biggest, most influential trade show of the year. That’s right, as soon as the Times Square ball drops, it’s a last-minute scramble to finish preparation for the Consumer Electronics Show in Las Vegas—the premier launchpad for innovation, from televisions to next-generation car electronics, smart home devices, and so much more.

Commonly known as CES, the show is expected to attract more than 130,000 consumer tech insiders including manufacturers, retailers, media, and more.

What’s the attraction? Well, it’s the one place where the latest technology goes on display for all to see, and it provides a sneak peek at the new gadgets and trends that will shape the consumer experience in the year ahead.

While CES does bring with it glorious tech-filled days, it’s also a brutal endeavor filled with massive crowds, endless lines, and it is daunting to navigate the seemingly endless exhibit space.

For those venturing to their first CES in 2026, or for veterans looking for a refresher, here are a few survival tips that I’ve learned along the way.

CES Survival Tip #1: It’s All About the Shoes

CES is spread over multiple convention centers and countless hotels around the Las Vegas strip. While the exhibit halls at the Las Vegas Convention Center (LVCC) have set hours, chances are your working hours will far exceed those times. Opt for sneakers over dress shoes, and layer your clothing to adapt to changing temperatures inside the halls and outside. Regardless of your schedule or planned attire, wear comfortable, broken-in footwear—it will be crucial to your survival!

CES Survival Tip #2: Hydrate, then Hydrate More

Las Vegas is a desert—dry and unforgiving. Plus, with long hours, running to meetings around town, and constant networking, it’s very easy to forget to drink water. Keep a water bottle handy and refill often; staying hydrated is your best defense against burnout and the dreaded "Vegas Voice."

CES Survival Tip #3: Rest Up When You Can

A good night’s sleep is probably rare in Las Vegas regardless of the time of year, but it’s especially difficult during CES. Between early mornings on the show floor and late-night dinners with customers, colleagues, and partners, the days can be extremely long. Find time to get off your feet when you can and prioritize sleep where possible. Remember, when it comes to CES, it’s a marathon, not a sprint.

CES Survival Tip #4: Always Give Yourself Extra Time

Normally in Las Vegas, getting around is pretty easy, thanks to plenty of taxis and no shortage of rideshare options. But with the influx of people in town for the biggest show in Tech, just getting a cab can feel like an eternity. If you have a meeting you’re trying to get to at the booth in the sprawling LVCC, or elsewhere on the strip, always pad the amount of time you expect it will take to get there—you are going to need that buffer.

CES Survival Tip #5: Master the Maze

Las Vegas hotels are intentionally designed to be labyrinths. However, it is sometimes better to cut right through the hotels to get to your next destination, rather than walking around them or waiting in long taxi lines. Make time to familiarize yourself with the layouts of the convention centers and the hotels you know you’ll be visiting. You might just find that navigating through the indoors is quicker, so long as you don't get lost in the maze of the casino (hat tip M. Brandon Lee)!

CES Survival Tip #6: Prioritize Health

Things have been back to normal for a while, but even in a typical year, the sheer number of people from around the world, together in tight spaces, poses a health risk. It's always important to get plenty of rest, eat healthy meals, and review the latest health and safety guidelines. Consider carrying masks, keep your distance from fellow attendees if you're feeling under the weather, opt for outside air flow and open spaces whenever possible, and never be far from hand sanitizer.

CES Survival Tip #7: Learn Something New

There’s a lot of work that goes into CES before the show's official start, and many grueling hours once you hit the floor. But after many years of attending this show, there’s truly nothing quite like it.

CES showcases new and revolutionary technology. It’s where tech trends for the year ahead begin. It is the one place where the world comes to display the latest innovations, and not just in areas like home entertainment, smart home gadgets, and automotive tech.

As both a marketer and as someone who loves technology, there’s a lot to absorb. Take plenty of pictures. Bring a pocket notebook to take notes. Be sure to capture interesting things you see, even if they aren't directly related to your primary focus.

Just make sure you come away from this event with some new insights and learnings.

From Disposable to Desirable: My Favorite Examples of Circular Economy Marketing and Product Design

One of my favorite programs that I’ve been able to be a part of at Pioneer has been our trade-in program, allowing users to return old tech to get a discount on new models. Environmentally, we ensure the old product is responsibly recycled.

Without programs like these, our technology often ends up in landfills, leeching harmful chemicals into the environment. This poses sweeping risks—impacting the quality of our drinking water supplies as well as harming coastal habitats and ocean life.

As a marketer, I’m excited by programs that allow us to tell a good story, satisfy the needs of the end user, and do significant good in the process. That’s why I love watching brands move away from the linear “take-make-waste” model, finding creative ways to make product longevity and reuse a core, desirable feature—not just a necessary evil.

These are some of my favorite examples of brands that take this type of marketing to the next level.

Patagonia’s Worn Wear: The Status of Repair

Of course, no conversation about sustainability and business is complete without discussing Patagonia. This is a brand that continually puts its money where its mouth is when it comes to promoting environmental activism and championing sustainable practices in their business.

Patagonia is also famous for helping to make product longevity a badge of honor. The brand’s ads to support this mission are classic, featuring big bold headlines saying, “Don’t buy this jacket.”

But Patagonia went well beyond a clever advertisement.

Their Worn Wear program offers customers a service to sell used gear, and even provides DIY repair tutorials to extract maximum life out of their favorite Patagonia clothing. The claim of being built to last took on a whole new meaning through the program. It not only reinforced the brand’s reputation for high-quality products but also encouraged customers to evolve from one-time buyers to lifetime customers by holding onto their gear for the long haul.

Scars, patches, and wear ultimately became a sign of authenticity and legacy—not something to discard.

Loewe: Linking Longevity to Craftsmanship

An expression I often use is “buy it nice or buy it twice.” The core idea is simple: spending a little more upfront often delivers higher quality, which directly translates into getting a product that will last much longer.

While luxury goods can sometimes be perceived as a frivolous purchase, the truth is that quality fundamentally beats quantity. This is perhaps most evident in “fast fashion” trends where brands like Forever 21 famously create an endless variety of new clothes on an ongoing basis. However, those clothes were not built to last, and the relatively low cost of each garment leads to more consumption and waste in the process.

On the other side of the spectrum, Loewe is the antithesis of “cheap,” not just due to its high prices, but because it respects the craftsmanship of its products. The brand wants its customers to share that appreciation, too.

In addition to selling you new products, Loewe even dedicates physical space to upholding the longevity of the item you already own, employing full-time leather artisans in some of its retail spaces to help customers repair and maintain their products. Crucially, this service gets people back into their stores, increasing foot traffic and the likelihood of additional purchases. 

So, it’s good for business and the environment. 

IKEA Buyback & Resell Service: Designing for the Next Life

IKEA employs a different approach entirely: embedding circular design principles into the product itself. 

By designing furniture with simple joinery, such as snap fittings instead of glue or nails, IKEA’s products are inherently more sustainable and require less material complexity to produce.

This innovative approach to product design also has other benefits. It facilitates easy disassembly to move the item to other places without damaging it. It’s also handy for submitting to IKEA’s sustainable buy-back program, which allows customers to sell back their used furniture.

Ultimately, by facilitating the movement of used items, IKEA is ensuring each product it produces lasts significantly longer.

Longevity is the New Luxury

Circularity is not just an environmental obligation; it’s a competitive advantage and the new definition of a premium product.

From these examples, and many others, the most effective circular campaigns don't talk about waste; they talk about value, legacy, pride, and smart ownership. It requires a shift from marketing volume to marketing longevity. It forces us to think beyond today's transaction and deliver benefits that engage and support the end user long into the future.

Which product in your life are you proudest to own and repair? How can we apply that pride to even everyday items?

A Battery That Lasts Longer Than Yours

I often discuss the interplay between brand marketing and performance marketing, as well as the intersection of the two combined. However, brand campaigns can blend together with product marketing in interesting ways as well.  

That’s what Sennheiser's new campaign for their Momentum 4 Wireless headphones does exceptionally well. It’s a clever blend of humor and relatable storytelling, specifically highlighting the impressive 60-hour battery life. In partnership with Ogilvy Amsterdam, Sennheiser developed a campaign that taps into the universal experience of commuter fatigue that makes the feature benefit a little more relatable. 

The campaign features candid shots of people napping on public transportation, showcasing the headphones' unwavering performance even when their owners are fast asleep. 

The message is clear: while your battery might give out, the Momentum 4 Wireless headphones will keep going strong.

Shot guerilla-style with a handheld camera, the campaign captures the raw, authentic moments of commuting life. The viewer is invited to peek into the lives of fellow passengers, adding a touch of humor and relatability.

There’s a clear consumer goal communicated here, which is that people want to listen to music uninterrupted for hours. They’ve also incorporated a key human insight here that makes the message more emotional, showing how hard-working people who give it their all during the day simply fall asleep on their commute at the end of the day.

There’s a subtle aspirational quality to the creative as well, seeing people who give it their all and push themselves. It’s what we admire in other ads featuring famous athletes leaving it all on the court or on the field. Here, it feels a little closer to home as Sennheiser opted instead to show “normal” people exhibiting the same dedication.

Pixel 9 Review: First Impressions and Beyond

I love nerding out on the latest tech, so I thought I’d share some of my initial reactions to Google’s new Pixel 9. Full disclosure, I’ve always loved Pixel phones. Plus, at least in my mind, Android has always delivered more than other OS options. 

With that confession out of the way, I will say the Pixel 9 is the best Pixel phone yet. 

Let’s start with the design: it is amazing.

Google was much more intentional about delivering a high end device this time around. The flat back and flat aluminum frame give the device an incredibly refined look. The latter is one of the main reasons I upgraded from a Pixel 8, which had tapered edges that looked great and gave the device the illusion of a thinner profile.

Sure, the new design does look more iPhone-like, but that's not a bad thing. Most importantly, the edges of the Pixel 9 feel so much better in the hand and makes it easier to hold. 

The previous generation Pixel was the first phone I’ve used without a case and that trend continues with the Pixel 9. That’s how good it looks and feels! Notably, the latest phone feels more durable and solid, so I do have more peace of mind. Even the buttons on the side are more sturdy and responsive, lending to that overall premium fit and finish.

My favorite part of the design, though, has to be the matte finish along the sides. It’s actually one of the reasons I chose the 9 over the 9 Pro, which has a polished finish. 

Beyond the design, I need to talk about the display. Of course, this is one of the most important features of any phone. The new Pixel 9 features a 120Hz refresh rate that lends a more premium response. It’s brighter than the Pixel 8 and it just seems infinitely more responsive to every touch or swipe. 

Matching the buttery smooth experience is incredible brightness of up to 2,700 nits. The Pixel 9’s new Acuity display is one of the best displays of any phone this year. While hiking recently, I searched for a podcast to listen to and even in the bright sunlight, the visuals were sharp and clear.

Battery life is solid. While the screen’s refresh rate doesn’t go down to 1Hz like the Pixel 9 Pro, I’m seeing stable performance thanks to Google’s adaptive battery. Best of all, I’m not running into overheating issues like I did with the Pixel 8, so I suspect that the new Tensor G4 processor is managing processes extremely well. Plus, there’s no sign of stutters, lag, or slowdowns either. 

As for the camera, Pixel devices have always been impressive. This generation is no exception. 

So far, the camera on the Pixel 9 is simply awesome. On paper, specs don’t reveal a major difference from the Pixel 8. However, Pixel 9 gets a new 48 MP ultra-wide lens supporting autofocus and macro functionality.

That is a huge upgrade! 

The combination of lenses feels very complete in this generation. Low light photos are much improved, even without moving up to the Pro. Still, truly incredible all-around performance. 

With an amazing form-factor, a fluid and bright display, and versatile camera configuration, I can’t recommend the phone enough. 

For me at least the design is the most radical improvement, but there are many small things done right to make this feel like a true flagship-level device. 

The Google Pixel 9 is one of the best Android phones you can get in this price range—full stop.

British Airways Redefines Travel Marketing: A Must-See Campaign

Sometimes you need to be bold to reinvent yourself. 

British Airways clearly accepted this challenge in its new ad campaign that attempts to re-establish its premium brand positioning, amid internal struggles and encroaching competition.

The airline went so bold that its ‘Windows’ ads don’t appear to be ads at all. There’s no tagline, no website URL, no call to action, no QR code. Even the logo is hardly visible.

Out of home executions feature uniquely cropped imagery that at first may seem off-kilter, like they were printed in error, undoubtedly prompting some bystanders to look twice. 

According to the airline, the campaign is designed to "capture the wonder on customers’ faces when they look out of an aircraft window and onto the world from 35,000 feet."

‘Windows’ is clearly a departure from your typical travel advertising, which often shows gleaming planes soaring across an open, majestic sky. Or, exotic locales where travelers frolic happily in their intended destinations. 

British Airways is no stranger to bold advertising

Instead of using the traditional travel advertising playbook, Uncommon Creative Studio – the London-based agency behind the creative – put the focus squarely on travelers’ emotions as they look towards their destination while building on British Airways’ 'A British Original' positioning. 

British Airways isn’t new to emotional campaigns. In 2022, the airline used OOH, digital, and print placements to highlight relatable reasons to fly. Once again, the ads were void of traditional product benefits, promotional prices, or specific calls to action, showing the airline understood travelers and their motivations.

Brand marketing that sells more than value 

Brands that are looking to move up-market should tap into something more than a customer’s basic needs or their hunt for value. Ultimately, British Airways knows that price isn’t an area where they will be able to compete against low-cost European counterparts. 

This campaign aims to solidify BA’s brand and positioning before travelers begin their search for flights, and even before price comes into account. But when that happens, the travelers are confronted with a tradeoff. Should I spend $100 more for a British Airways experience, or save $100 and settle for a discount airline that simply gets me there? 

What’s more is that the airline isn’t touting features or where they can deliver value. For example, BA is not advertising slightly more comfortable seats, or more convenient routes, or recently remodeled terminals. Diving into those features may very well bring it back to price for the traveler. Is it really worth paying $100 more to have just a slightly better seat?

That line of consumer decision making is what this campaign is cleverly trying to avoid altogether. 

Of course, the bravado of this campaign works because British Airways already has an iconic brand with strong awareness. Still, it underscores that powerful brand marketing has the potential to shift perceptions and expectations, ultimately making the purchase decision about excitement, emotion, and much more than dollars and cents. 

In the case of British Airways, they’re not trying to convince you to choose the cheapest airline, or even the one with the most bang for the buck. They want you to believe that having a truly great trip is only about choosing the right airline.

Beyond the Brochure: Where "Ultimate Driving Machine" Becomes Reality at the BMW Performance Center

When I was in high school my parents had a BMW 3 Series wagon. I have so many fond memories of this car. Once on the road, this seemingly demure family hauler truly embodied the brand’s late ‘90's to early 2000's slogan: The Ultimate Driving Machine.

Responsive acceleration, grippy brakes, and precise steering, were some of the qualities that made the car an absolute blast to drive. It also handled like a dream thanks to the near perfect 50:50 weight distribution—something of an obsession by BMW engineers.

Simply put, the car was made to be driven. For those who love driving, these qualities are what makes a BMW so thrilling every time you get behind the wheel.

However, BMW didn’t just stop with creating a high-performance product. They’ve long created experiences that showcase what The Ultimate Driving Machine really means to owners and non-owners alike. Perhaps no better place to experience the thrills is at BMW’s Performance Center West. 

Located about 45 minutes southeast of Palm Springs, the driving school consists of several race tracks within a private club in Thermal, California. There are a range of programs available, from a teen driving school to Mini stunt driving program to intense two-day track events. I recently had the pleasure of taking the M Performance Course where I put a BMW M3 Competition through its paces. 

Following some light refreshments in the Center's lounge and instruction space, and a surprisingly quick tutorial on track fundamentals from a seasoned racing driver and instructor, it was time to get behind the wheel. 

Turning on to the racing track, we followed the instructor on a reconnaissance lap to get familiar with the course. Slowly we followed the instructor, mirroring his path, how he turned into each corner, braking when he slowed down, accelerating when sped up 

After only one intro lap, it was time to open up our M3’s. 

With each adrenaline-pumping lap at speed, the instructor continued to provide on-going tips over the radio, like when to brake, reminders to accelerate out of turns, and suggestions to help refine our skills and lap times.

Trying to keep only a few car lengths from the instructor’s car I hit higher and higher speeds—close to 120 mph—and felt the G forces increase as I tamed over 500 horsepower around the twists and turns. 

The experience certainly helped forge my performance driving skills. It also kept the focus on what sets BMW vehicles apart. 

BMW’s promise of building The Ultimate Driving Machine isn’t just about speeds and feeds. It’s about delivering sheer driving pleasure to anyone who gets behind the wheel. 

At BMW’s Performance Center, that ethos is perfectly brought to life in a one-of-a-kind experience. You can see the caliper size of the M3’s massive Brembo brakes on a table of specs, but feeling of their stopping power before heading into a turn and smelling the pads after a pit stop gives you a completely different understanding of the product feature. 

In a crowded marketplace, experiential events like these can help brands stand out from traditional marketing strategies and grab consumer attention. The community built at the performance center was also amazing. Everyone was there for the same reason, and that made for a great day.

This event also perfectly reinforces and envelops participants in the brand message as they learn about products in a fun and interactive way. After all, the path to purchase for premium products is by no means linear. Plus, there’s even an opportunity for brands to gather valuable data and insights to inform future marketing efforts. 

I am not even in-market for a new car, yet somehow I found myself venturing to BMW’s website to learn more about the vehicle I happily tortured around the track. 

While navigating the course, as my heart rate went up, I got closer to understanding my limits, as well as the car’s (considerable) limits. It also revealed that there’s a lot more to BMW than a tagline. That’s the point at which the promise of a slogan gives way to a memorable brand. 

For me, the experience in Thermal brought back childhood memories of that 3 Series wagon I had a love affair with, amid some adolescent mischief. It also reminded me that BMW hasn’t lost their way. Even decades later, at least in my mind, BMW remains The Ultimate Driving Machine.