I think that is a fair point. I think it was a strong brand (good quality, fair price) through perhaps the early/mid 2000s (call it 2005). So that does mean someone in their late teens/early 20s doesn't remember when Craftsman was the standard for home DIY/semi-pro tools.At what point does the brand name “Craftsman” cease to have value? Are we not already one generation past respectability for the quality of Craftsman tools? Will our kids assign any value to the Craftsman name?
However, I think the issue may not be quite a quality issue. I don't feel like the wrenches/ratchets I have from the late 90s/early 2000s are significantly better/worse than the current Cman stuff. I think consistency is the issue. When I was starting out I knew I could get a full range of tools sets and individual tools at the local Sears store. All would be serviceable and priced reasonably even if they weren't the best price given their performance. That was the magic of the brand. It was a bit like the old saying that you don't get fired for buying IBM. When in doubt Craftsman had it, it wouldn't be junk and if it broke they would help you out. These days many of the Cman tools are better than they were back then. Certainly things like the current cordless drills are far better than what we had 20 years ago. The ratchets CM offers today are better than the 36T PR ratchets (though the old ratchets were often sufficient).
What's wrong today?
The first issue is that there is no longer this one store where I know I can find the tool I need under the Craftsman brand name. Sure, I could go to Lowes, HD, HF, Northern Tool , NAPA, Autozone, etc and find an equal wrench for a bit less money but why bother when I know Sears is going to come through for me and the price is reasonable. I think the value of Craftsman was that I didn't shop around and when I went into the Sears store I wasn't presented with many non-Craftsman options. Without that solid store front the Craftsman brand and tools now have to fight it out with all the other generally good tools out there. I can't assume that Lowes will have all the single size sockets/wrenches etc in the old Craftsman line. Now we have a new generation of tool buyers who never experienced the value of the old Sears tool department so they don't place value on the brand. They can objectively judge the wrench or ratchet vs Husky or Gearwrench etc and decide the specific Craftsman tool isn't better for the price so they pass it. They certainly aren't going to see the value of being able to fill in the missing sockets/etc with one offs from Sears since they can't do that now.
So yeah, I think the brand has no more value than Porter Cable or Husky to new buyers. OK, enough rambling.




