I'm a professionally trained salesman from way back in the day. No doubt you all can see that slant in my postings on this thread. The reasons why people buy is a science and has been extensively studied. The science really developed in earnest around the late 1800s to early 1900s. You can see the evolution in ads from the period and after from "here's what we sell and here's where we are" to selling points all appealing to what this product will do for you. There's whole list of reasons why people buy things that I won't get into here.
But one of the points that have not yet been discussed relating to Craftsman is "Pride of Ownership." Very important button on a buyer's internal control panel. The public used to be proud of owning Craftsman tools, a brand that had become an institution without equal in the tool world from an establishment (not so much a company, but an establishment) that was one of the very few that could trace its American history in an unbroken line back to the 1800s. Stanley appears to be able to make the same claim, but a close look at Stanley history shows the company shifted gears several times, moving from a high-end professional grade of its roots to 'populist' tools to mergers and acquisitions to overseas production, so their historical line is more like a flailing zig-zag. Craftsman. on the other hand, always stayed the same as a brand--I don't refer to all the various makers they've had over the years, but the face they presented to the public with Craftsman was unwavering. It was a huge source of pride, and those who bought and owned Craftsman tools held a piece of that pride in their hands. You can see that in GJ sometimes with references to pride of ownership in older Craftsman tools. The image was one of standing on a rock rather than the shifting sands presented by other tool companies (those marketing primarily to the general public). Everyone else had prostituted themselves in one way or another, so their tools became just another impersonal product. Not Sears! Not Craftsman! They were still wholesome, still Mom's apple pie, still pure. Pride.
You guys remember the Tool Territory marketing campaign? When Sears began carrying competitors' products? That was the sign they were jumping the shark. That was the beginning of their 'corruption'. That followed by their efforts to come out with all kinds of revolutionary 'gimmick' tool designs to try distinguishing Craftsman from all others as the most innovative progressive line out there. That further blurred the Craftsman heritage. The people in charge were no longer the old guard, and that younger generation brought up in different times with eroding standards had lost sight of what made Craftsman an establishment. I believe that once they embarked on this path, there was no turning back.
Once Sears sold out and went Chiwan, the last vestiges of the old establishment was killed, that pride was largely destroyed because you can buy Chiwan stuff anywhere.
If SBD can address these issues and once again establish Craftsman as an institution with an image distinct from all others that folks will be again proud to buy into, they will have rescued the brand.
