When a music ad inspires your sense of adventure or a barista asks how you’ve been, you’re likely experiencing the type of interaction designed by Alessandra Ghini. A 20-year marketing veteran, Ghini joined Apple in 2001 and helped craft the iPod’s debut, then spent nearly a year constructing a new brand strategy for #Starbucks. After eight years consulting for companies including #Vans and #Adobe, she recently became chief marketing officer of high-tech tea startup #Teforia. Here’s her blueprint for telling a brand’s narrative.
Despite its popularity, the iPod’s "1,000 songs in your pocket" tagline failed to take the product mainstream. Ghini’s team found the problem: Storage space wasn’t the point. "We realized machines were more than just a tool," Ghini says. "Why do you enjoy the iPod? [Music] brings up so much emotion." Apple worked with an external agency to produce a now-ubiquitous campaign that brought new verve to the iPod with colorful, expressive human silhouettes. "It shows the joyful way music releases your true self," Ghini says. "We took their creative and ran with it."