How is Branding like Baking a Cake?

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Karen Kang (Author & CEO, BrandingPays LLC)

According to Karen Kang, branding is not rocket science it is as simple as making a cake and icing it. She uses the metaphor of baking a cake as the foundation of the branding or the rational reasoning, while the icing is the emotional connection for a person or product. In the video, Karen explains why you need both cake and icing to create a strong brand.


About Author

Karen Kang

Author & CEO, BrandingPays LLC

Karen Kang is the author of BrandingPays and a recognized brand strategist. She the CEO and founder of BrandingPays LLC, a corporate and personal branding company. She was a principal and partner with Regis McKenna Inc., the legendary marketing firm that created and launched the Apple brand. She’s consulted to more than 150 organizations in the U.S., Europe and Asia from Fortune 100 companies to non-profits and startups. Her broad experience has included such diverse clients as Ariba, AT&T, Genentech, HP, iCharts, Lavante, Synopsys, Maxtor, NCR, Park Systems, UC Davis Health System and VoyagePrive.

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