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.
We consider DeWalt’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.