Grad Student Doing Paper on Disston and Looking for Opinions

[Dori]

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.

 

[Ken Nagrod]

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!

 

[Alan m]

welcome to the fog.
i have no clue as to what you are asking. il have to do a bit of research

 

[waho6o9]

http://www.disstonianinstitute.com/

Welcome to Fog Dori!   Good luck on your endeavors.

http://thesawblog.com/

 

[Dori]

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.

 

[WarnerConstCo.]

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.

 

[Vindingo]

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 (