On brand loyalty
Does a name matter?
I pride myself on being immune to advertising. Of course, I am not, and I occasionally get drawn in by the hype. But I work to avoid it and question any glitzy ad or effective marketing ploy that tries to suck me in.
The more a product endorsement tugs at my heart rather than my head, the more skeptical I become.
Instead of blind loyalty, I want to believe I can be “brand fluid,” picking and choosing between makes and models to suit my needs. But the truth is I, like many of us, have grown to trust certain brands over time. And I've developed a devotion to several manufacturers, particularly in my shop.
I am brand loyal - on occasion.
Take, for example, my power tool of choice, Makita. At last count, I have six of these turquoise devices at my disposal: three different drills, a circular saw, a router, and a recently acquired second-hand orbital sander (thanks, Tony), coupled with several chargers and a fleet of interchangeable batteries. It's hard to miss this distinctive brand in my shop. But I haven’t gone overboard, as there are literally hundreds of tools in the Makita catalog.
I settled on Makita over fifteen years ago after receiving my first 18V cordless drill as a gift. That drill was leagues better than the big box store-branded one I had previously owned. And - perhaps not surprisingly - I still have and use it today. I imagine this drill's durability and longevity inspired me to become a "Makita guy," but it's far more nuanced than that.
My first experience with Makita goes back to the early days of cordless tools. Makita was the first widely available battery-operated drill on the market, and my dad, a construction manager at the time, had one. I remember vividly the freedom that drill brought him and marveled with him at how powerful a battery-fueled device could be. Later, he acquired other Makita tools, some battery-powered and some corded, but all well-made.
I also like the story of Makita.
Launched over a century ago in Japan, its founder Mosaburo Makita specialized in selling and repairing electronics such as lighting, transformers, and motors. After evolving into manufacturing power tools, Makita developed and sold the first-ever rechargeable battery drill in 1969. Today, the company is known for its well-made cordless equipment, including maker essentials like drills and saws. And as alluded to above, Makita also designs and sells a variety of corded power tools as well as gas-powered devices such as chainsaws and generators. Of particular interest for me, the company is still independently owned and not part of a larger conglomerate, unlike many of its competitors, such as DeWalt (owned by Stanley Black & Decker - which now owns Craftsman Tools, too) and Milwaukee (owned by TTi - which I had never heard of until researching this story).
Is Makita a good tool company? Short answer: yes.
Is it better than similarly well-made brands like DeWalt and Milwaukee cited above? Probably not.
So why my loyalty?
Brand loyalty can be complicated psychology (although not always). And all the factors listed here, as well as perhaps others I might not even be aware of (I do like the color), have me reaching for Makita over other names. But despite what constitutes an ample justification for Makita here written, you won't hear me getting into one of those "my tool brand is better than your tool brand" argument any time soon.
If you want to use DeWalt, go for it. Do you prefer the store brands because of their affordability? I get it. Do you only shop at Harbor Freight? Well...okay.
Like anyone, you have your reasons, which are likely as nuanced as mine. Whatever you choose, I do hope your loyalty is rewarded. After all, what's the point if we don't get the good stuff we need to do the great things we want? So like your brand, and I’ll like mine.
Names don’t really matter so long as they do what we expect them to do.
Until next time.
JRC