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Topic: Craftsman

Today's Dads Call Band-Aid Their No. 1 Best-Perceived Brand

In survey, J&J stalwart beats Craftsman, Home Depot, Lowe's

As Father's Day approaches, what brand do dads think of most highly? Turns out it's Band-Aid. A survey released this week asked American fathers which brands they hold in highest regard,…

How Carhartt Found Its Groove With Fixers and Hipsters

Brand's top marketer on going from boots to beer

Tony Ambroza and the Maker Movement arrived at the Dearborn, Mich., offices of Carhartt about the same time four years ago. With stints at Nike and Under Armour under his…

4 Brands Bet on Social and Mobile to Boost Father’s Day Campaigns

Manly marketers home in on digital

Marketers are gung-ho on playing up photo-sharing and social media this year to tap into the power of dad, as seen in Father’s Day campaigns from Ace Hardware, Craftsman, Dremel…

For Some Retail Brands, Lifetime Guarantees Never Went Out of Fashion

No expiration, no questions asked

Even if you’re up on your legal reading, it’s likely that you missed the case of Roy L. Pearson v. Soo Chung, et al. In 2007, Washington, D.C., resident Roy…

Exactly What Tool Is Craftsman’s Handsome Model Selling?

A tale of two ads, generations apart

The business of building a brand name suffers no shortage of hard lessons. Here’s one of the harder ones: Even if your name has been famous for generations, never assume…

Craftsman's Pre-Roll Ad on YouTube Steals the NBA's Holiday Thunder

Great spots think alike

The NBA's new "BIG: Color" commercial is a pretty big hit. Created by Goodby, Silverstein & Partners, the spot shows Dwyane Wade, Carmelo Anthony, Dwight Howard, Russell Westbrook and Joe…

Fast Chat: Bob Winter, Crispin's New ECD

Leaves Chicago for Miami and starts next month

Bob Winter is heading South. After growing up in Chicago and spending the bulk of his career there—working at DDB, Leo Burnett and most recently, Young & Rubicam, where he…

Column: Comic Con Can Help You Sell ... Everything

Costumes and branding and sales, oh my!

"Looka that guy!" shouted a New York City construction worker on the corner of 35th and 11th. "It's fuckin' Optimus Prime!" Sure enough, a gentleman walked by clad in an astonishingly…

Y&R ads put Craftsman tools through ringer

Some men are manly men—macho dudes who love nothing more than meeting up with buddies and playing around with their ... tools. Cue Craftsman, which had Y&R Chicago…

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