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Exactly What is Craftsman's Handsome Model Selling

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“In both of these ads, there’s an implicit, Pavlovian presumption about the Craftsman brand name,” observed Kenneth Homa, who teaches marketing at Georgetown University’s McDonough School of Business. “With the older ad, it’s understandable, because Craftsman was once synonymous with do-it-yourself tools. With the new ad, there’s this presumption that Craftsman still means something. But Craftsman now has a low level of awareness, so this is a heroic leap.”