The speed at which brands in the digital world can go from start-up to part of the fabric of everyday life is startling. Spotify, once a niche streaming service for music aficionados, is now considered by the ONS an official part of the average consumer’s daily life. In a sector where executives are obsessed with views and shares, Nikki Lambert’s strategy of making Spotify stick seems to be working. “Balancing short-term gain with long-term strategy is my biggest challenge,” she says. “It’s easy to be tactical in order to hit numbers. Building a strong, powerful brand which is trusted and has integrity takes time and patience.”