Even though KitchenAid enjoyed strong brand perception and preference for its iconic stand mixer, brand health metrics and NPS score were declining for the overall line. KitchenAid needed to become a more aspirational brand to support its leading edge innovation, image, and pricing position.
Those who become zealots for the KitchenAid brand go through an emotional journey. The most important functional attributes and emotional connections people make with the brand, specifically the stand mixer, pointed to where and how KitchenAid can leverage its strengths to gain market share within the premium category.
The insights uncovered informed a new KitchenAid brand promise and purpose, as well as as substantial advertising campaign to relaunch the refreshed brand.