Some tools MAKE the brand, while others USE a brand’s name or reputation.
I was introduced to this concept last week in a phone call with one of my favorite product managers, and have revisited the idea since then.
I have also started to think about ways this can be conceptually extended.
Maybe we can think about different tool brands, and the ratio of products they launch every year. Would this tell us anything meaningful? Perhaps.
Let’s talk about Hilti ProKit, the brand’s new modular tool storage system. Hilti is known for masonry tools, and other power tools and equipment for commercial construction space. But tool boxes?
So is ProKit the type of product that MAKES the brand, or leverages it?
Based on what I’ve seen firsthand, this is a “make the brand” type of product. It’s not a me-too inclusion with the Hilti name slapped on, it’s an innovative and competitively-featured entry with huge potential.
Harbor Freight just announced a new Bauer rolling tool box with removable handle.
From what I’m seeing, this is the type of product that leverages the brand name, in this case Harbor Freight or their Bauer label.
It’s just a generic-looking modular tool box with Harbor Freight’s name attached to it.
That’s not bad, and it’s possible for this to be construed as a “make the brand” type of product depending on customer interest and adoption.
I don’t see this as helping to make Harbor Freight’s brand. Although, Harbor Freight is known for their low-priced tools, and the tool box aligns with that. So, maybe it does help make the brand from a value and price angle.
I can’t see a clear rule for determining whether a tool contributes towards or leverages a brand’s name or reputation. The concept is still new to me, but also seems very subjective for tools and products that we can’t see design or market intent for.
Dewalt’s DCD771 cordless drill is hugely popular with budget shoppers. (The kit regularly sells for $99 at Amazon and other sellers.)
Objectively speaking, does this tool make the brand? I would argue that it leverages the brand name.
Does the determination change if many users treat this as an entry point to Dewalt’s 20V Max cordless power tool system? Do many users use this as a springboard to enter the Dewalt cordless ecosystem?
There are lots of bit holder keychains now. These certainly leverage brand names, right?
Again, that’s not bad – quality products are quality products. As long as it’s a good buy, does it matter whether a tool contributes to or leverages a brand name, their reputation, and innovativeness?
Klein pipe wrenches. I’d say that’s also a name-leveraging situation.
But is that much different from Milwaukee’s initial venture and subsequent expansion in the plumbing tools industry?
I suppose that has to do with intent and motivation. Milwaukee sought out to develop competitive and innovative plumbing tools.
Does Klein intend to become a plumbing go-to with competitive and innovative offerings, or were they simply looking to populate some shelf space at Lowe’s stores? Would the answer make a difference?
I think most brands maintain a sort of balance, but there are also plenty of tool companies that seem to lean one way or the other.
So far, this all seems like an academic thought exercise, but perhaps it can help revise the lens through which we see tool brands or new product launches.
At the least, it seems like an elegant way to categorize products – those that contribute to a brand’s reputation, and those that exploit it.
