2. Background
• Craftsman is a line of tools owned by Sears
Holdings Corporation.
• The tools are sold in Sears, Kmart and Orchard
supply Hardware stores.
• Craftsman was named “America’s Most Trusted
Brand” and brand with the highest Expectation in
2007.
4. Brand Essence
Core Identity
• #1 America tools
• Innovative
• User-friendly
• Fun to use
• Distinctive red color
• Durability and quality tools
Extended Identity
• Handsome-The physical outlook of craftsman hand tools say much
about the brand.
• Uniquely designed
5. Brand Essence
Personality
• Sexy, Rugged, Determined, Professional, Protective, Reliable and Confident
Craftsman Symbol
• Red and black
• Craftsman script logo
Value proposition
• Craftsman is a line of tools-that include hand tools, power tools, lawn, garden equipment and work
wear. Craftsman offers its customers/consumers exclusive savings through its membership
program call craftsman’ club.
Craftsman benefits include
• Functional benefits-
• Versatility-ability to multi-task on various DIY chores
• Craftsman hand tools are designed to minimize physical effort and discomfort to
maximize efficiency
6. Brand Essence
Emotional benefits
• Makes me feel like a genius
Self-expressive benefit
• Craftsman hand tools customers feel like professional using the brand
Relationship
• Trusted, fun and caring companion
7. Creative Brief
What we want to achieve?
• You don’t need to be a professional to use Craftsman hand tools-
anybody can use Craftsman hand tools
What is the one key insight?
• Craftsman hand tools are only meant for the professionals alone-the
builders, construction workers, mechanics, therefore, the hand tools
are very difficult to use. In fact, if you don’t have the handyman’s
training, forget about it!
What do we want people to do?
• Try it. And see how simple and user-friendly craftsman hand tools
are.
8. Creative Brief
How should we tell them?
• They look tough though, but they are easier to use.
How would they?
• Craftsman tools remains America #1 most trusted tools
manufacturing company owned by Sears Holdings since 1927.
While the brand has developed constantly to expand its
offerings, integrate new technologies and feature ergonomic
designs, the original purpose remains the same-Craftsman
tools are the standard bearers of value.
9. Ads
• Ad #1Headline- Give a gift of love
• Tagline- You don’t need to be a professional
• Ad #2 Headline- Ouch! I never hurt myself with
craftsman.
• Tagline- You don’t need to be a professional
• Landing page/Promotion
• Ambient concept
