Game makers, for instance, are accustomed to filling the months preceding a product launch with a groundswell of hype and preview events.

FORBES: Magazine Article

One of the narratives going into (and coming out of) CES 2013 was whether OLED or 4K TVs represented the best of the high-priced displays filling manufacturer's high-end product slots this year.

ENGADGET: CES 2013: Best in show HD

For example, Bill Hornbuckle at MGM is filling an expanded CMO (and President) mandate with new responsibility for product development.

FORBES: What NOT to Do as a New-to-Role CMO

Instead of filling an obvious need in the marketplace, you have to create the market for your product.

FORBES: Your Idea Doesn't Have To Be Original--It (Probably) Shouldn't Be