It would be cool if there were some way to get guys like Bill Kiss or Henry Ferris (Craftsman brand directors) in on this project... I looked for ways to contact them, but maybe others will have more luck.
Another interesting read is the message from Chairman Ed Lampert, addressed to investors:
http://www.searsholdings.com/invest/
This statement (under resources) sort of highlights the general philosophy behind the brands and may provide some clue as to why Craftsman quality is not the same as in previous years:
"One of our most important resources is the great brands we own, in particular DieHard, Craftsman, Kenmore, and Lands’ End. All four of these brands have significant equity with customers and provide tremendous opportunity for value creation. To illustrate, let me discuss one of them, DieHard, in more detail. Based on brand recognition studies, DieHard leads in customer recognition among car battery brands by a wide margin, but it lags dramatically in market share. Why? We believe it is due to fewer points of distribution. As a proprietary brand, DieHard is only available in 900 Sears Auto Centers and 1,400 Kmart stores. Yet it is competing with other batteries that are available in thousands of locations across the country. Further, a car battery purchase is a duress purchase event, in which the customer is looking for the nearest, most convenient solution. Unfortunately, it is not always us, but there is an opportunity for us to rethink our brand distribution strategy to create value. "
Interesting read, anyway.... it seems that the emphasis is being put on apparent brand recognition rather than quality. They seem to be letting brands rest on reputations that are quickly showing lapses in quality. but it really doesn't matter if their is brand recognition.. that is until the lack of quality catches up with them. By then, the damage is done and the brand name will mean little...
It's so sad, it actually kind of pisses me off. It's an insult to our intelligence!