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  • June 2019
  • Case
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Rachael Ray: Cooking Up a Brand

By: Boris Groysberg, Robin Abrahams and Kerry Herman
  • Format:Print
  • | Language:English
  • | Pages:26
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Abstract

Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her career matured, the case follows the choices she made and charts the opportunities a brand personality such as Ray faces in reinventing themselves authentically over time. It provides students with insights into managing a career over the span of life events; the ways a narrative arc helps anchor an individual’s story, and may need to be actively managed over time; and the tradeoffs at play in managing such a narrative.

Keywords

Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship

Citation

Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
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About The Author

Boris Groysberg

Organizational Behavior
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Related Work

    • May 2019 (Revised February 2020)
    • Faculty Research

    Rachael Ray: Cooking Up a Brand

    By: Boris Groysberg, Robin Abrahams and Kerry Herman
Related Work
  • Rachael Ray: Cooking Up a Brand By: Boris Groysberg, Robin Abrahams and Kerry Herman
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