Monday, November 01, 2021
Brand Loyalty in the Power Tool Industry
Pro Tool Reviews: iPhone vs. Android, Apple vs. Microsoft, Ford vs. Chevy, Coke vs. Pepsi, Milwaukee vs DeWalt. These are common industry battles fought to win the minds, dollars, and loyalties of consumers. The power tool and outdoor power equipment industries uniquely differentiate their products to gain consumers’ attention. Still, brand loyalty in the power tool industry is a bit of an enigma. Those of us who use more than one brand often scratch our heads in mild annoyance.
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4 comments:
Tool loyalty is such a funny concept to me. It is funny in general that we as humans pick things that we like more than others for pretty arbitrary reasons. I did not know people referred to different brands by their colors but it does make sense. Now I am aware of why shops typically have one color that takes over their tools, that is how they show their allegiance. Based on the red found in our shop, this article says that we love Milwaukee. Now I don’t know why CMU likes Milwaukee so much but so far I have found myself enjoying them. I am now looking forward to going home and seeing if my high school or even my dad has allegiance to a specific brand. This article talked a lot about what affects this choice. Though, my biggest takeaway was the silliness that humanizes the people in the shop a little more.
Brand Loyalty is something that has always been a topic of debate in my family, especially when it comes to electronics. My sister and mom have a very clear idea that apple is the superior phone producer, where my father and I give more thought towards exploring other options. Apple relies heavily on Brand Loyalty, as it allows them to overprice their electronics as everyone will accept it as "oh that is just how much it costs, its apple, its worth it". This is my main problem with Brand Loyalty, the idea that objects are allowed to be overpriced because they are accepted as the standard. When in reality, there are other products out there that are less expensive and can achieve the same thing, and sometimes more. I never considered this though in terms of Brand Loyalty for shop tools. Being aware of this idea though it is incredibly obvious. In upholstery most tools are CSOsborne, in lighting you mainly use ETC, in carpentry you use Milwaukee. I've enjoyed all these tools, and they are industry standard, so I don't think I will shy away from them, but it is an interesting thing to be aware of!
I have never gotten into more arguments in the shop than over tool brands and who is better than who. Brand loyalty is one thing but brand compatibility is a completely other thing. Nowadays, it really seems like once you buy your first tool, you really have to stick with that brand in order to keep everything working together correctly. I suppose that this article was more or less going off the idea that whenever you are ready to start your tool kit, selecting that initial brand is something that people have a lot of opinions about. I thought it was interesting that the article started by pointing out the color association with different brands, and how this color association is completely thrown out the door with smaller companies choosing similar colors. Additionally, the right tool for the right job has always been the case. It would make the most sense for us to pick the right tool, regardless of brand, because of its reliability and accuracy for doing the job that we need done.
Brand loyalty is 100% a thing. In my family it stems from everything from Coke being equal to god, and pepsi being the worst thing on the planet, to tools. I do think the one thing about brand loyalty with tools is that its not about just the brand, rather it's about the tool for the brand. For example, I was taught that if you buy a screwdriver it should always be Klien or it isn't good. Or, that if you get a toolbag it should always be Carhartt. I think the one thing though is that it extends to more than just tools, in a way as the article states. I think it's less about brand loyalty and more about loyalty to the tool or item. Like for example Coke- its the preferred brand of soda. Or when it comes to tactical pants 5:11 is the way to go.
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