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Tool Brand Marketing vs. Usage

Jtels85

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This was literally the best title I could think of for this post, so please allow me to explain…

SnapOn, MAC, Matco and Cornwell primarily market to the automotive professional.

Klein primarily markets to electricians.

Proto is primarily marketed to the industrial professional.

Craftsman, Husky and Kobalt are typically marketed to the DIY “home gamer” (don’t hassle me).

That being said, do you (the end user) use specific brands of tools for the purpose in which they are marketed, or does it not matter? Primary example: Using SnapOn screwdrivers and pliers for DIY, around the house maintenance. Using Klein’s in the automotive field. Using Husky or Craftsman in an industrial factory type setting.

I ask because it seems odd to me to use my MAC tools working on projects around the house. I feel like I need to be using Craftsman or some other DIY brand that’s marketed for that specific purpose. Please share your thoughts.
 
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richfinn

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This was literally the best title I could think of for this post, so please allow me to explain…

SnapOn, MAC, Matco and Cornwell primarily market to the automotive professional.

Klein primarily markets to electricians.

Proto is primarily marketed to the industrial professional.

Craftsman, Husky and Kobalt are typically marketed to the DIY “home gamer” (don’t hassle me).

That being said, do you (the end user) use specific brands of tools for the purpose in which they are marketed, or does it not matter? Primary example: Using SnapOn screwdrivers and pliers for DIY, around the house maintenance. Using Klein’s in the automotive field. Using Husky or Craftsman in an industrial factory type setting.

I ask because it seems odd to me to use my MAC tools working on projects around the house. I feel like I need to be using Craftsman or some other DIY brand that’s marketed for that specific purpose. Please share your thoughts.

The only "tool marketing" I've ever really known has been aimed at the Automotive trade (I'm a mechanic), I now know other brands exist as I have discovered them either via GJ or other personal recommendations.

I just use what I have for projects, I have friends working in the construction trades and will trade labour if it's something I'm not equipped for or don't care to learn the skill (plastering/roofing/concrete being prime examples).
 

richfinn

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Every brand has something they're good at making,and not just hand tools.
I'd say anybody who will only use a certain brand of tools is just screwing themselves,but that's just me.

Agreed, I find myself heading straight to brands that specialize in certain types of tools nowadays just to save time and buyers remorse.

Knipex for pliers

Vessel for screwdrivers

Ko-ken for sockets

P B Swiss bits

I knew very little of these brands until I found GJ and would stick to the tool trucks 😉
 

4x4Pete

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Stroud
A hammer doesn't know what it's hitting. If the tool works, I use it. I wouldn't consider changing out a Snap on ratchet for a Craftsman one because I'm assembling a bbq or a kids playset. I have never put that much thought into the tool itself, my thoughts are about the job at hand.
 

lardy1

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About the only criteria I can think of is that I try not to use certain tools in a greasy, cruddy environment if it's something I prefer for my woodwork. I try to keep grease and crud away from that work. Other than that, it really doesn't matter to me although I do try not to abuse tools unless I have no other way out.
 

JeepYJ

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Seems like a First World problem. Use what you have to git-r-dun.
Better to use cheap tools on something nice or expensive tools on junk? I’ve done both. And a mixture of all. Any of the tools seem to work just fine when used as intended.
 

IndyGarage

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I've always said the quality of the craftsman is much more important than the quality of the tool. It is generally true that once you've used a better tool, then you see the flaws with the cheaper ones. Until then the cheap one usually works fine.

For example until I used an impact driver, driving screws with a cordless drill was fine. Until I used Knipex Cobras, then Channel Locks were fine. Until I used Felo or Wera Screwdrivers, Craftsman were fine.
 

Sbusmech

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I've been a School Bus Mechanic for quite some time. I primarily use Snap On due to them being marketed heavily in our industry. I'm slowly switching over to ICON for convenience and price (tool trucks don't swing by to see us much unless someone owes them money). When I was a Technician for AT&T we always used Klein. Once again it's what everyone used. For the homeowner/DIYer you can use whatever you want or makes you happy. Professionals have many quality choices at pretty good prices.
 
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Jgaz

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About the only criteria I can think of is that I try not to use certain tools in a greasy, cruddy environment if it's something I prefer for my woodwork. I try to keep grease and crud away from that work. Other than that, it really doesn't matter to me although I do try not to abuse tools unless I have no other way out.
Yes. About the only dedicated tool for a job I can think of is I have two dead blow hammers.
A clean one for woodworking and a well used mallet for everything else.
Otherwise I use whatever, however needed to get the job done.
 

mikey03

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Honestly I most go by country of origin

taiwan, us, germany

avoid India, Pakistan, china, Mexico

i don’t want a crappy tool with crappy steel just because they put a shiny sticker on it tbh

i think Canada could make good stuff but it’s too expensive for what you get there cost of living too high I think I always hear them complain
 

M635_Guy

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NC
It's an odd question. I don't give a **** how something is marketed. If it's a tool, I use it.

There's a bit of a natural segregation of home/DIY vs. my automotive tool based on the tasks (e.g. I can't recall using my hacksaw on any of the family cars, though my Dremel has been used everywhere), but the only thing I can think of where I have a "Home" set vs. an "automotive" set of the same tool is my screwdrivers: I have Wiha extra-heavy duty set that is almost exclusively for my home stuff, where I use my Icon screwdrivers mainly for automotive. I guess that's because I want to feel free to be more aggressive with the auto set, but as much as anything its driven by where I keep them. The automotive stuff is in the big box/hutch right next to where I work on the cars. The home-centric stuff is a 26" box at the back of the garage (near the door into the house).

I didn't think for a fraction of a second about bringing my Snap On pliers and my Matco 88 ratchet inside the house for several recent projects. They're just the tools I needed/wanted. :dunno:
 
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theoldwizard1

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Many videos done by true professionals while "on the job's, show them using Milwaukee tools. Typically they are the one specially designed for the job at hand.
 

larry_g

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Coming from an industrial background and buying tools for the plant I can say that SO, Proto, Craftsman (had?) and others all have an industrial side they cater to. You may have limited exposure to tool company's in full so and think that they are limited in there marketing but they are not. When setting up new lines part of the setup was to buy tool sets to maintain them. RFQ's went out to the three company's I mentioned above and it is surprising how close all three would come back close to the same price.

lg
no neat sig line
 

BrandonV

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Rotator ratchet comes to mind. I think the only companies selling them at the present are SB&Ds consumer brands but they can come handy in a pinch in the industrial space.

 

finn

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I just make sure I use a carpenter’s hammer, ie framing or claw, for pounding nails instead of a dead blow, ball peon , dead blow, sledge, or body hammer, a Phillips instead of a straight blade, torx or Robinson for turning Phillips screws, a cutoff wheel on an angle grinder instead of a circular saw with a plywood blade, etc for cutting metal, etc.

Brand means nothing, other than if there’s a risk of damaging the tool, I’ll probably select the tool nearest its end of life or the cheapest to replace rather than a pristine SnapOn.
 

mslim

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Fayetteville, AR
I'm a Klein screwdriver snob, it's all I'll use. Wood shop, automotive, home repair, and 36 years of working with electricity professionally.
I like Klein too and have a pretty complete set. I've used them for auto work if I needed a stubby or P3 but generally I prefer hard handles for greasy or solvent rich work. My red Felos usually get the call or my one vessel megadora.

I don't worry about "marketing". Most of my tools are comparable quality so I grab what'll do the best job if I have a choice.

I do admit to having separate tool boxes or bags preloaded for different tasks.
 

RoninB4

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-I've never been brand loyal for any of my tools or machines, I pick what I feel works best for me. Even all the measuring instruments are a mix based upon comparison per the object in question. Mitutoyo made better micrometers than Starrett but I preferred Starrett scales (rulers). I prefer one brand of DTI over all others, B&S depth mics, Mitutoyo dial calipers over B&S, etc. Most tooling companies make something that's good but not everything they make is good (or priced right). I think one really has to examine any tool and know what they're looking at for the intended application. Everybody has a preferred list, sometimes the budget weighs in on the final decision. Even COO doesn't mean what it used to. I try to buy quality made items if it's work that earns me a paycheck but I go shopping at Horrible Freight too for limited use at home.
 

Banjorear

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A hammer doesn't know what it's hitting. If the tool works, I use it. I wouldn't consider changing out a Snap on ratchet for a Craftsman one because I'm assembling a bbq or a kids playset. I have never put that much thought into the tool itself, my thoughts are about the job at hand.

I agree with this and some just feel right. I have some Dual 80 ratchets and other nice tools, but I tend to reach for the 30 year old god knows what tooth count hard handled ratchet for most of everything but automotive work.

Box full of tools that may be used for one purpose only, but glad to know it's in there if I need it.
 

streetstar

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Moore, OK
Craftsman Industrial corded power tools were AWESOME !
I sold Craftsman tools at Sears for a few months while in college (mid 90’s) - I was in A&P school at the time so I loaded up on the Professional and Industrial stuff whenever I could. Sockets were all the same mid range automotive and homeowners grade 6 point stuff though, so I sourced those from SK (you see a lot of 12 pt fasteners in aviation)

Now the Craftsman section at Lowe’s just bums me out
 

neophyte

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Rotator ratchet comes to mind. I think the only companies selling them at the present are SB&Ds consumer brands but they can come handy in a pinch in the industrial space.

Facom makes those as well, but the Facom version costs way more.


Certain tools that fulfill niche applications though, have always had a weird split between either being sold by specialty “industrial” suppliers, or thru what amounts to “infomercial” style advertising, to the general public.
This includes things like the Little Giant Wing style ladders, and Fein Multimasters, both of which were basically being made by companies that made Industrial quality tools, and both of which sold their items at Industrial level pricing, (including the ladders and Multimaster tools), but then the companies switched to selling the tools with infomercials on QVC level TV.
 

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zendriver

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I have 3/8 Snap On ratchets/sockets and 1/2 Craftsman, so I'm torn. :rolleyes2 Impacts are "Asian whatevers"

Tool truck have traditionally had hand tools geared toward automotive. Having them stop at electrical contracting companies, probably not a money maker.

Klein was a plier company geared towards electrics until they started selling everything else. Not much reason for auto mechanics to be overly interested.

I have a mix of everything that I could use professionally if I was a professional and wanted to use what I have.
 

finn

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I sold Craftsman tools at Sears for a few months while in college (mid 90’s) - I was in A&P school at the time so I loaded up on the Professional and Industrial stuff whenever I could. Sockets were all the same mid range automotive and homeowners grade 6 point stuff though, so I sourced those from SK (you see a lot of 12 pt fasteners in aviation)

Now the Craftsman section at Lowe’s just bums me out
The “V” series tools seem to have a strong following, and are completely sold out at Lowe’s. They were quite a bargain.

Don’t know if Ace still has them.
 

BombShelter

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When wrenching on cars, they no longer have normal bolts but there's a bunch of them, Torx, E-Torx, Allen, and the list goes on. Places like Harbor Freight and Amazon always have the price leaders, sometimes by a large margain but cheap tools always let me down. So I'll get the cheap, convenient tool, usually on Sunday Night, and look for an upgrade between similar repairs down the road.
 

Dave455

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I pay very little attention to who a tool is marketed towards.

In fact, I generally prefer tools from a companies that do relatively little marketing, as it all has to be paid for.

I do buy a lot of tools from specialist makers who only make a couple of types of tools. You generally find the best quality for the lowest price this way.

I am also very careful about using the correct tool for the correct job. For example, I’ll be striking a punch with an engineers ball pein hammer, not a carpenters claw hammer etc etc. This does often result in a mechanics tool being used for mechanical work, an electricians tool for electrical work, and so on, but that’s not really a result of marketing.

Half the tools I use are from manufacturers who no longer exist, so the only relative marketing is probably decades old anyway.

Though I do have advertisements from several long deceased manufacturers on my shop walls…!
 

Dave455

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Lordy almighty I use every brand of tool for everything. tell you something fun, I found a few unbrako just this week, man oh man, those are the kat's meow just crazy good stuff.
I’ve got plenty of Unbrako in, at least occasional, use. Mainly the larger sizes.

My only regret is that most of them are standard length. If I’d known how good they were I’d have bought some long ones at the time!
 

neophyte

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Tools Brands that were specifically marketed to certain individual markets, tended to only advertise in magazines geared to those markets, and may only or mostly distributed thru stores and distributors that supplied those markets.

While probably illegal, there may have also been handshake agreements between different manufacturers or brands, to stay out of each others primary markets.
Of one manufacturer’s products might have appealed to a different market segment, arrangements might have been made for one or more primary brands in the other segment to purchase the manufacturers product, rebranded under the market dominator’s name, thereby both the manufacturer and the alternative brand got a cut of potential profits.

Auto tool brands used to specifically market to garages and mechanics in technical and popular market specific magazines, and thru tool trucks, and by sponsoring race teams etc.
These brands also tended to make tools that were very industry and task specific.
The same thing goes for other market segments like Electricians, Plumbing and heating, Construction, roofing, etc.
You can tell which markets a brand wants to market to by the ultra specific use tools.
Klein makes and have made plenty of tools very specifically for the electrical trade.
Stride/Imperial tends to get marketed towards heating, cooling, and refrigeration.
Ridgid and Reed are geared towards plumbing.
Malco and Midwest both specialize in tools for sheet metal, for roofing and ducting.
Starrett and Browne & Sharpe specialize in machinist metrology tools.
Etc.
Otherwise, there were manufacturers that would manufacture general hand tools of standardized types, as well as tool manufacturers that specialized in certain specific types of tools.
Utica, Crescent, Channellock, and Knipex for instance all primarily make pliers, with a few other tools thrown in, either historically, or by brands that were owned by the same corporation.
Vaughan and Estwing were both primarily hammer and prybar manufacturers.

Most power tool manufacturers cover multiple industries, since the main issue is making decent motors, at least in the USA.
Even power tool manufacturers that were primarily known for one market segment, such as classic USA made Porter Cable, still routinely made tools for other maker segments, such as metalworking, sheet metal, etc.
European power tool manufacturers on the other hand are sometimes more specific, with tool brands manufacturing for very specific market segments, and usually better left there.

Festool for instance very specifically manufactures their tools for finish carpentry and cabinetmaking, although they also manufactured for automotive finishing and detailing in Europe, and now the USA.
Festool’s owners also owned a brand called Protool, that made general purpose power tools, although the brand may have been killed off with some tools merged into the Festool line.
Mafell mostly makes tools for finish carpentry, carpentry in general, and Large Scale Timber framing.
Lanello specialized in tools for finish carpentry and cabinetmaking.
Virutex again specializes in specialized carpentry and cabinetmaking tools.
Draco and Trumpf basically make sheet metal tools such as shears and nibblers, slthough Trumpf now manufactures CNC laser cutting systems, as well as medical lasers.

As for general purpose hand tools, it probably doesn’t matter what brand or market a hand tool was made for, as long as you understand the attributes of the tool and use.
Carpentry hammers are made for driving relatively soft nails into relatively soft wood.
If you hit hardened steel with a carpenter’s hammer, you might chip the face, although I don’t know that I’ve ever seem a chipped Estwing.
Ball Pein hammers are usually made for hammering steel, and are tempered softer so they ding up more easily, but are less likely to chip.
Flush cut pliers are usually made for cutting soft non-ferrous metal, or maybe mild steel, but never hardened steel.
Nowadays though, there are further specifics that can be harder to judge.
 

Jaywalk3r

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The only reason I would ever use a Craftsman brand tool when I have the Snap-on equivalent is if the Craftsman version happened to be closer.
 
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