As the first CMO at Bose, Jim Mollica has sought to differentiate the audio brand through strategic partnerships that keep it not only connected to culture but intertwined with it.

Bose recently collaborated with Ronnie Fieg, founder of lifestyle brand Kith, to redesign the brand’s iconic 901 speakers, from finish to fabric to color palette. It also partnered with jewelry designer Maggie Simpkins to create diamond-set Bose earbuds, drawing the attention of rapper Travis Scott and several NBA All-Stars. “Our goal is to be there as a rallying point in all these environments where music is endemic to the experience,” Mollica told Chief Marketer.

Automotive partnerships, such as providing in-cabin speakers for Porsche, are critical as well. Bose’s recent acquisition of McIntosh Group, parent company of luxury audio brands McIntosh and Sonus faber, signals more innovation to come in automotive sound and in-car experiences. It’s a key part of the brand’s future, according to Mollica, and shaped its presence at CES this year.

We caught up with the marketing chief at the brand's CES brand space at T-Mobile Arena to discuss partnership strategy, automotive innovation, the significance of creator-led content and marketing trends to watch.

Until next week,