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Strong Brands Made Even Stronger.
Altitude played a pivotal role in the refinement and definition of three brands owned by the Black & Decker Corporation: DeWalt, Delta, and Porter-Cable. Although DeWalt was already well established, we were able to clearly articulate the differences between the brands (especially for the newly acquired Delta and Porter-Cable), and recommend an effective strategy for their product portfolio.
Achieving Balance
Black & Decker, the popular manufacturer of D.I.Y. tools and home accessories, owns DeWalt, a well-known professional construction tool company. When Black & Decker acquired Delta and Porter-Cable, it had an enviable but real problem: how to clearly distinguish between the three professional tool companies. What does each brand stand for or represent? Black & Decker hired Altitude to recommend the most advantageous brand positioning and product offerings.
Delivering Value: Brand Definition and Long-Range Planning
Our strategy team launched a brand audit, an intensive study of the Black & Decker brands. We tested consumer awareness of each company, as well as the kinds of associations that it evoked. Analysis of the research confirmed that Black & Decker appealed to a general audience for basic household tools, while DeWalt products were accurately perceived as being intended for professional-grade construction companies. We also discovered that the most sensible positioning for Porter-Cable was as precision tools for craftsmen and cabinet-makers. Delta was positioned as a manufacturer of permanent, stationary shop tools. Defining the brands also included written descriptions of core messages and values, personas of target consumers, and guidelines for design language. All relevant competitors from each category were mapped against the valued attributes uncovered through consumer insights, revealing strong opportunities for unique product offerings.
Once the brand definitions were in place, Altitude developed a long-term product development plan for DeWalt, Delta, and Porter-Cable. DeWalt serves as the anchor company, while the other two are more specialized subsidiaries. For example, one of the first initiatives to be implemented was the elimination of Delta’s hand-tool product line so the company could concentrate its resources on shop tools. At the same time, the visual language for the Porter-Cable woodworking tools was refined.
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