Hand Tools

creative

Presentations

Oluwatosin Timothy Adeniran

You don’t need to be a professional

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.

Brand Essence statement

Strong and reliable

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

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  

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

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.

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.

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

Landing page

Online ads

In store poster

Ambiance display @ train station