Stanley Black & Decker has recently undergone a brand refresh for its Stanley branded products in the construction and DIY (CDIY) category, modernising the well-known brand. The new brand identity exemplifies the Stanley positioning as a reliable and enduring total solutions brand for those who use these tools as part of their daily work, such as builders, plumbers, electricians, mechanics, handymen, painters and others.
International experts, Stanley senior product managers, from India, China, Turkey, and Dubai demonstrated tools while the MC, comedian Jason Goliath, kept guests entertained.
The Stanley ranges re-launched included:
- Thirty-two power tools which cater for a wide variety of applications
- Automotive tools for mechanics
- Lasers, measures and levels
- Hand tools such as tapes, knives, screw drivers, pliers, etc.
- Innovative storage solutions and tool boxes.
“Stanley has undergone a tremendous transformation in the past 15 years,” says Mayan Desai, trade marketing manager for Stanley Black & Decker. “Our primary target market for Stanley is enthusiastic DIY’ers to professionals who use their tools every day. They are authorities in their field and generally make their tool purchase decision independently. Many of these people fall into SME’s and tend to be entrepreneurs who own their own companies.”
“Many end users are also familiar with our top quality hand tools, to the extent that the brand name has to some extent become generic for certain products, for example a ‘Stanley’ knife. All Stanley tools have a reputation for excellence in performance, and therefore can be used across the board,” says Desai.
Stanley is one of the leading brands of the Stanley Black & Decker portfolio, and has been recognised as one of the leading global hand tool manufacturers since its inception, with its iconic products such as measuring tapes and utility knives. Stanley is moving beyond the common perception that it is a brand just for hand tools, to becoming a total solutions brand. This means that an end user will find everything from hand tools, power tools, storage and more under one brand.
The users of Stanley are conscious of the quality of a tool, specifically its strength, durability and ability to last. They also look for a product that is not necessarily the cheapest, but has the best value proposition as far as cost, durability and performance goes. Tradesmen are aware of which brands other professionals in their field use, but they make their own decisions and are not influenced by others when deciding which tool to buy.
After sales service has recently improved as Stanley, Black & Decker has vastly increased its corporate presence in South Africa. Stanley users can now appreciate that it is a total solution brand offering a wide variety of tools. Stanley has also enhanced its brand reputation by investing in various worthwhile environmental and CSI initiatives.