A Revitalized Legacy

DEWALT’s Centennial Celebration Stands the Test of Time

As DEWALT neared its centennial, the brand aimed to reaffirm its core values of innovation, safety, and productivity while placing a renewed emphasis on the human stories behind its products. Adopting a forward-looking perspective, History Factory partnered with the DEWALT team to shine a spotlight on the tradespeople whose contributions have been pivotal to the brand’s enduring success. History Factory tackled DEWALT’s milestone with a strategic approach aimed at deepening brand loyalty and distinctiveness. We collaborated with the DEWALT team to humanize the tool’s brand and emphasize its rich heritage using the theme “A Name That Means Something,” highlighting the story of founder Raymond DeWalt. Our strategy included:

• Creating a detailed history anniversary plan with themes, storylines and activations
• Producing the “A Name That Means Something” video to commemorate 100 years of craft and dedication
• Establishing a detailed social media plan with content and imagery aimed at deepening brand loyalty

These efforts not only reinforced DEWALT’s company history and heritage but also equipped its global team with the essential tools and insights to communicate the brand’s unique story effectively, thereby enhancing brand loyalty and setting DEWALT apart in a competitive market.

A Century of Innovation and Heritage

DEWALT, now a flagship brand under Stanley Black & Decker, boasts a storied history that began in 1923 with Raymond DeWalt’s groundbreaking invention of the radial arm saw, which transformed woodworking. Over the decades, DEWALT has expanded its offerings to include a diverse array of power tools, hand tools and outdoor equipment, establishing itself as a trusted name among construction professionals. DEWALT’s reputation for quality and innovation was further solidified when Stanley Black & Decker acquired the company in 1960. Key milestones in the brand’s history include its launch of the first portable electric drill in 1994 and the inception of the “Guaranteed Tough” campaign underscoring DEWALT’s dedication to durability and reliability.

Enhancing the DEWALT Brand: A Strategic Approach to Heritage and Engagement

DEWALT’s anniversary journey began with the development of the theme “A Name That Means Something,” highlighting founder Raymond DeWalt and his connection to craftspeople. We brought this theme to life through a video that showcased DEWALT’s extensive history and unwavering commitment to professionals. To enrich DEWALT’s narrative, we took a multifaceted approach to equip the brand’s global team with the tools and insights it needed to articulate DEWALT’s story. Starting with research, History Factory’s team surfaced and organized the brand’s valuable assets—including patents, photographs, and news articles—into our proprietary archival platform, History Factory AMS™. This also led to the discovery of Raymond DeWalt’s granddaughter Dolores “Dolly” Y. Hupper Berkheimer, who agreed to participate in an oral history recording about her grandfather’s legacy. 

Celebrating a Legacy and Shaping the Future

DEWALT’s centennial celebration strengthened its brand in a crowded market in more ways than one. The initiative led to:

• Engagement and positive comments: The “A Name That Means Something” video received 20,000 views on YouTube and 1,700 likes on Instagram. The video was also played outside the New York Stock Exchange the day Stanley Black & Decker rang the opening bell to commemorate DEWALT’s 100th anniversary.
• Global team inspiration: The AMS asset bank inspired DEWALT’s global teams to use historical materials in various applications. Assets were featured on the DEWALT UK 100 website, DEWALT Germany’s Instagram, and DEWALT Canada’s Instagram.
• NASCAR integration: Joe Gibbs Racing incorporated Raymond DeWalt’s signature and patent image into a NASCAR wrap.
• Anniversary press release: The milestone initiative brought the DEWALT legacy to professional craftspeople and fans throughout the world and motivated a series of heritage-inspired posts on LinkedIn, Facebook, and Instagram. 
• Picked up by trade publications: DEWALT’s centennial was covered in Design World, Tools.com, and HPAC Magazine.

These achievements highlight how effectively the anniversary helped reinforce DEWALT’s toll history and heritage and enhance its market position. The centennial celebration not only honored the brand’s rich past but also established a solid foundation for future growth and enduring relevance.

Looking to make the most of your company’s milestone? Get in touch.