Dori
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Location: USA Member Since: Oct 2011
Posts: 2
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« on: October 15, 2011, 06:00 PM » |
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I am a grad student doing a project on branding.
I’ve decided to focus on Disston Tools. Apparently, Disston is in a similar situation that Black and Decker was many years ago: Black and Decker owned the Dewalt brand name and decided to launch it so they could develop some professional notoriety, and they did.
It appears that Disston is in a similar situation with their Blu Mol and Disston brands. They are thinking that Disston could be the next Dewalt, but do not have the notoriety issue in that the Blu Mol brand is positioned well (I think) in the minds of both consumers and pros. I am inclined to think that they should build on the Blu Mol brand and maybe offer a sub brand in Blu Mol Xtreme as they have done in the past due to the small but existing brand awareness.
Who here recognizes Disston? With enough time and money, one can launch any name as a brand, but why spend the money launching another brand (Disston) if you can make a power brand out of Blu Mol?
I am very interested in hearing what do you think. Thanks very much for your help.
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Ken Nagrod
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Location: New Jersey Member Since: Jul 2010
Posts: 3438
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« Reply #1 on: October 15, 2011, 11:27 PM » |
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I know nothing about the current Disston other than being right near them just recently, in Phili, when I went to one of my wood suppliers. The son of the owner actually lives on Disston Ave. so he was telling me what little he knew about the current company. I do know a lot about the former Disston (1840-1955) when they were a top saw maker among some other items, but that's what they were known for.
So, if you have questions about the old Disston or you're not in the Phili area and need me to find out stuff the next time I'm around there, let me know. As long as this is a legitimate thread you've posted. However, if this is just some scam from someone working for one of those companies looking to gather marketing info, you're not going to like me!
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Alan m
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Location: Ireland Member Since: Aug 2010
Posts: 3020
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« Reply #2 on: October 16, 2011, 06:59 AM » |
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welcome to the fog.
i have no clue as to what you are asking. il have to do a bit of research
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now
ts 55+2 1400 rails+ 1 lr32 1400 rail, domino+assortment systainer+ domiplate, ct 22 with boom arm+home made thien baffel, lr32 set, rotex 150, home made MFT,home made work center, 6 t locs for other tools, of2000 , ro 90, mft 800, trion , ls 130
wish list
of 1400, MFT 3,, even more t locs for other tools
"A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."
- Sir Winston Churchill (1874-1965)
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waho6o9
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Location: San Fernando Valley, Los Angeles California Member Since: Dec 2009
Posts: 474
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« Reply #3 on: October 16, 2011, 09:55 AM » |
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« Last Edit: October 16, 2011, 09:57 AM by waho6o9 »
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Dori
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Location: USA Member Since: Oct 2011
Posts: 2
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« Reply #4 on: October 18, 2011, 09:05 AM » |
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Thank for your responses; I appreciate your help and am grateful you all took the time to comment.
I know about Disstonian Institute--it made for a fascinating look into Disston's rich history. My focus, however, is on the Disston of today and what it should or should not do in terms of positioning its brands.
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WarnerConstCo.
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Location: Auburn, In usa Member Since: Apr 2008
Posts: 3126
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« Reply #5 on: October 18, 2011, 12:07 PM » |
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I try and buy up any Disston hand saw I can find.
Oh wait I got it, DeWalt only had it's name on a few pieces of machinery back in the day.
There was a GE/DeWalt??? RAS and I think I have seen some small variety cabinet saws from them.
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« Last Edit: October 18, 2011, 12:09 PM by WarnerConstCo. »
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Vindingo
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Location: North Jersey Member Since: Jan 2009
Posts: 409
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« Reply #6 on: October 18, 2011, 01:14 PM » |
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As I see it, Disston is no longer a relevant brand in terms of quality sawing products. This is not to say that they do not have a quality product, I just don't believe the name carries weight anymore. I am familiar with the subculture of vintage handsaw enthusiasts who seek vintage Disston saws, but I believe they are the minority of your target commercial audience. As a young carpenter (<30) I do not believe that slapping the Disston name on sawzall blades would increase sales over Blu-mol. Joe-woodworker and the average weekend warrior have no idea what a Disston saw is.
To draw a similar comparison, I have two Stanley hand planes from the 1940's. They have rosewood knobs, good steel and have an aura of "craftsman" that come along with them. BUT I would never in a million years buy a modern Stanley plane from Home Depot, Lowes, etc.
I imagine new Disston saws would be made in China, further diluting the brand. One way to revive the Disston name would to step up and compete with the likes of Lie-Nielsen and Gramercy by producing a handsaw(s), made in the USA, Canada or Europe, that is of the highest quality and caters to a niche market. Another way would be to manufacture modern construction blades in the USA, slap Disston 1840 USA on them and charge more money for them. I would be happy to pay a little more if I knew they were made here.
The Disston brand seems like an odd choice for a project, what turned you on to them?
(It comes across as if you work in their marketing dept. and you are doing research. If that is the case, tell your website managers to change "The company also operates fabrication and production enterprises in China." to "...fabrication and production enterprises overseas") We all know overseas = China, but in conjunction with the "blend of value" line at the end of the paragraph- I read cheap
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« Last Edit: October 18, 2011, 01:16 PM by Vindingo »
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