Community building, self-optimization, digital gadgets and lifestyle aspiration, all targeted on the mass market. As an amateur sport, running combines every aspect of creating brand relations in a modern way and serves as perfect role model for other sports categories.

What defines ‘lifestyle’ today and which brands are really defining it? The strategy of moving beyond products and services to own a larger slice of the customer’s identity has proven to be an excellent recipe for success. Today's leading lifestyle brands are the likes of Airbnb, Rapha and Tesla, which perfectly reflect people's busy, mobile and demanding lives. They touch upon the consumer's individual style and are influenced by the way we choose to live.

Campaign Monitor provides simple email marketing, automation and online surveys that help growing businesses. The company has shared a fictional story that outlines the potential of digital media and what opportunities it can offer if applied correctly. It tells the story of two friends from New York City that have started their donut shop in Chelsea and how they have turned a passion project into a full-time business.

The newly appointed CEO of Wolff Olins, Sairah Asham, spoke to Co.Design about her new role as a CEO, the intersect of branding and technology and what digital sociology means and how it impacts the design industry.