Alessandra Ghini shares insights from her work in marketing at Apple and Starbucks on the precipice of each company’s second golden age.
When we see an energetic advertisement from Apple that inspires our sense of adventure, or exchange hellos with a Starbucks barista in a way that feels like we’re talking to a friend, we fall hook, line, and sinker for the brand. These moments are obviously constructed, but we don’t register them as such.
