How a "superstar" product helped KitchenAid build its brand
Stephen WhitesideWarc
KitchenAid's iconic Stand Mixer has been a fixture in American households for decades.
If ever Cynthia Soledad – senior director at KitchenAid, a unit of electronics giant Whirlpool – needs affirmation of its continuing popularity, she can simply conduct an image search on Google. "You will find not only beautiful pictures of the Stand Mixer: you will find people that have it tattooed on their bodies, on their arms; you find pictures of people kissing the Stand Mixer," she said.
So strong is the Stand Mixer's appeal, Soledad...