Sublime

In today's societies of material abundance, customers are increasingly prioritizing self-improvement and personal expression.

David Mattin • Trend-Driven Innovation

March 2012, Starbucks created the CDO role, reporting directly to CEO Howard Schultz and responsible for core digital businesses across Web, mobile, social media, card, loyalty, e-commerce, and Wi-Fi.

Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology

Companies like Common Living and Ollie are building their own digital distribution channels and are building branded residential franchises. Their initial focus was on under-served, low-end customers, but they are gradually making their way upmarket.