DeWalt rose out of Black and Decker professional (previously Elu) to create a brand identity for the trade range that was no longer hampered by the DIY image of their parent company.
When it came to establishing that brand they went for it in a very big way with years of high profile marketing activity and a huge demonstrator fleet that got their tools out there onto sites and into the hands of end users. They painted Britain yellow and it worked spectacularly. The company is now part owned by Stanley and has scaled back its marketing hoping that the momentum will carry them through. A unique marketing proposition is their 30 day money back guarantee which allows purchasers to buy a power tool and return it within 30 days for a full refund, no questions asked.
Why this hasn’t put tool hire companies out of business is a mystery. If you can buy a power tool, use it for 29 days and then send it back why would anyone hire one? Maybe we all have a much more developed sense of fair play than is acknowledged.
We consider De-Walt’s wood working machines to be among their best products. You see their mitre saws all over the place and rarely hear a bad word against them.