This is Eric Golden and my guest today is Adam Brotman. Adam was the former Chief Digital Officer of Starbucks, where he built out their immensely successful rewards program and digital platform. Today he is the co-CEO of Forum3, and he recently helped Starbucks design their new web3 experience called Starbucks Odyssey.
In our conversation, we discuss how consumer loyalty programs are a quid pro quo, why NFTs are great engagement tools for brand marketers, and why digital collectibles should be decentralized. Please enjoy this conversation with Adam Brotman.
For the full show notes, transcript, and links to the best content to learn more, check out the episode page here.
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Show Notes
[00:01:57] - [First question] - A background sketch of his early career in the digital world working with Starbucks
[00:03:47] - How Starbucks felt about moving to digital back in 2008
[00:06:25] - The vision to turn a coffee company into a tech platform company
[00:08:55] - Moments where they felt they were pushing the edge of what digital could be
[00:11:04] - Going from digitizing Starbucks to stepping into the crypto space
[00:16:33] - Consumer brand loyalty is a quid pro quo and loyalty program economic tuning
[00:19:09] - Early thoughts on consumer brand loyalty and NFTs colliding
[00:22:23] - The initial reactions to an augmented loyalty program
[00:23:55] - What Starbucks Odyssey is and what they plan to do with it
[00:26:29] - The ideal customer that Starbucks Odyssey is designed for
[00:28:29] - Why use a blockchain for Odyssey instead of a central database
[00:31:20] - Big brands concerns about moving their customers onto public blockchains
[00:34:37] - Competitive brand perceptions in a memetic sense
[00:35:45] - Other exciting projects he’s working on currently
[00:37:25] - A good example of collaboration that benefited the customer
[00:39:29] - What’s he’s most excited to see built over the next six months and six years
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