Stanley Tools - Stanley ‘Judgement Day’: The Case for Turning Communications Inside-Out

Charlotte Turland, Jacqui Power, Tony Holmes, Andy Aston, Duncan Nealon and Nicola Sutton

This paper demonstrates the power and effectiveness of advocacy. In 2006, Stanley launched a new product range called Stanley FatMax XL as part of its strategy to win back the affections of professional tradesman after several years of communications inactivity.

Stanley Tools – Stanley 'Judgement Day': The Case for Turning Communications Inside-Out

Principal Authors: Charlotte Turland, Jacqui Power, Tony Holmes - McCann Erickson Communications House (Birmingham) Contributing Authors: Andy Aston, Duncan Nealon, Nicola Sutton - McCann Erickson Communications House (Birmingham)

THE BACKGROUND

Stanley is the largest global manufacturer of hand tools, with nearly 170 years of history in tool innovations and manufacturing excellence. The name is synonymous with construction and DIY hand tool icons such as the Stanley Knife and Stanley PowerLock® tape (fig.1).

Fig. 1 – Stanley Knife & Stanley PowerLock® tape

Throughout the years, Stanley has...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands