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.   -----   This episode is brought to you by OKX. You may have seen OKX on McLaren’s Formula 1 race car or Manchester City’s football kit. But what is OKX? OKX has over 730 spot trading pairs, 280 derivatives markets, and 1000 options markets. It processes 400,000 requests per second with 99.95% uptime. That’s why over 20 million traders and institutions choose OKX when they want to trade. Visit okx.com to learn more.   -----   Web3 Breakdowns is a property of Colossus, LLC. For more episodes of Web3 Breakdowns, visit joincolossus.com/episodes.   Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here.   Follow us on Twitter: @Web3Breakdowns | @ericgoldenx | @patrick_oshag    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