How Brand Research helped Stanley Black & Decker

Setting the scene

Mustard worked with Stanley Black & Decker to help them develop their brand strategy for a new company acquisition across five European markets.

Europe

The Context

Stanley Black & Decker had acquired a specialist construction business to strengthen their product range in the category and establish stronger market share in key European markets.

To inform the development of the future brand strategy, they partnered with Mustard to generate insight across five markets focused on perceptions of existing brands, needs and behaviour within the sector and testing the commercial credibility of potential future brands.

The approach

We completed telephone interviews with over 500 end users of construction fastening products, ranging from contractors and electrical installers, through to plumbers, joiners and dryliners. We found out more about how they decide which products and brands to use, we mapped the market in terms of existing brand perceptions and attributes and determined purchase intention for a range of brand possibilities.

To provide a wider perspective, this was supported by a series of semi-structured interviews with distributors which explored the same issues with a ‘sellers’ viewpoint.

The interviews were completed across the France, Germany, Italy, Netherlands and UK using native language interviewers and the whole project was delivered in a six week timescale.

Hammer

The results

On completion of the research, Mustard communicated findings to the Heads of each market providing a clear view on which brand would be the most commercially effective. This was based on existing perceptions and opportunities in the market and supported by a series of recommended messages to meet the needs of each market.

Stanley Black & Decker used this insight to effectively launch the new brand.

The response