How a "superstar" product helped KitchenAid build its brand

This event report demonstrates how KitchenAid, the appliances manufacturer, leveraged the iconic Stand Mixer as a device for driving up demand for the rest of its portfolio.

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...

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