Some things never change …

Stanley's brands have been synonymous with quality for close to 170 years. We invested $20 million in our brand during 2009 and focused on having a truly global reach:

  • We forged new paths internationally through a partnership with English Premier League in Europe. Not only did we promote the Stanley brand through this medium, the Premier League was the home for a marketing campaign for our France-based industrial and automotive tool brand, Facom. Forty-five percent of all of our brand impressions were seen by people in Asia and Latin America.
  • Facom also had a signage presence in the French Ligue 1 within the Marseille Football Club.

James M. Loree, Executive Vice President & Chief Operating Officer, comments on our brand investment:

"In 2009, we stepped up brand investment in Stanley, at the same time many companies were retrenching. Number one: that allowed us to get great value, because the price of brand support was considerably cheaper, so we got more for our money. And we rolled out programs with Major League Baseball and the English Premier League Soccer, which is broadcast all around the world. And the brand awareness statistics, when you look back at 2009, show measurable progress."

A few highlights include:

  • NASCAR: Stanley has been a long-time sponsor of NASCAR, the number-one sport of our target customer. With over 90 million fans, our brand exposure over 38 weekends during 2009 allowed us to tap into a market of extensive customer and end-user activation.

  • Major League Baseball: With signage in nearly 40% of all Major League Baseball games that took place in 2009, our presence in 11 ballparks across the U.S. enabled us to reach further into the hearts of fans everywhere. In addition, due to strategic sign placement in the ballparks, we were able to maximize television exposure as well.

  • Disney: In 2009, Stanley entered a 10-year relationship with THE WALT DISNEY WORLD® Resort and became one of a select group of alliance partners. This partnership has key branding elements including Stanley-branded construction wall signage throughout THE WALT DISNEY WORLD® Resort, Stanley and MAC Tools logos at THE WALT DISNEY WORLD® Speedway, as well as Stanley, MAC Tools, and Vidmar product placement at the "Lights, Motor, Action" stunt show garage and Test Track attraction queue line and ride.

    Learn more about the family of Stanley Black & Decker brands.

  • Social Media: Stanley took its brand online in a new way in 2009 with the development of a social media community. Through an official Facebook page and Twitter handle, Stanley has entered the social conversation and established a voice for the brand. This presence has allowed us to engage directly with key stakeholders including media, retailers, professional users and other like-minded product manufacturers. As a result, we've created an opportunity for ongoing dialogue around products and services, and established a new customer service channel. Since the launch, Stanley's social community has grown to more than 5,000 fans and continues to grow exponentially.

Learn about the new Stanley Black & Decker team

Download a full copy of the 2009 Stanley Black & Decker Annual Report To Shareholders, which includes the Letter to Shareholders, Stanley Financial Summaries and the Stanley 10-K. You can also download a copy of the 2009 Black & Decker 10-K.


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