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Recent Developments
A “great brand” is a brand that shows performance improvement year after year and is built through consistent excellence in products, people, customer service, and financial returns.
Stanley’s brand vision and strategy comprise three elements: Growth, Positioning, and Competitiveness.
• Growth. Stanley’s commitment to continuous innovation has created a steady stream of new products and business opportunities worldwide. Innovative products have been developed to make the professional's job easier and more productive, and a push into new or previously untapped market segments has created additional needs and demand for the range of Stanley® products.
• Positioning. Stanley has realized that the key to winning a strong retail position is to merchandise stores effectively with innovative products. Targeting the professional user, Stanley has complemented this strategy by repositioning the brand with one look and feel, achieved through consistency of both colors and packaging.
• Competitiveness. Stanley believes that the key enablers of growth are competitiveness and exceptional customer service, both of which depend upon simplicity, standardization, and systemization.
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