Icons are aware of the rules before these rules are even ingrained in the branding and marketing playbook, whether it be in the form of emotive storytelling, sustainable marketing campaigns, keeping the customer at the core of the business, or reinventing brand philosophy over time. This year, we explore how the iconic brands create top notch customer experiences across channels and interfaces, generating income in even the most competitive marketplaces, and creating frameworks that will serve as the brand’s identity for years to come.