Deferred Reprisals

There's a poll out on what brands are most esteemed by Democrats, Republicans, and Independents. Craftsman Tools appears on all three lists in a respectable position: never lower than #3, and the top brand of all for Republicans.

The thing is, Craftsman -- like all of Sears -- is not nearly as good as it used to be. The last time I took a Craftsman tool in for replacement, I traded a tool that had "CRAFTSMAN" stamped into the steel for one made in Mexico, with a sticker that would hopefully wear off before the cheap thing broke. At the recent Highland Games, where many of my comrades are motorcycle enthusiasts and workmen, part of the conversation turned on how much worse Craftsman tools are than they used to be. They are blocky, fragile, cheap: an attempt to garner a short-term profit by charging a premium price for a once-premium product that you are now obtaining as cheaply as you can manage.

You destroy a company, or a nation, in just this way. The label still bears some residual respect. It won't last forever. Experience will prove that the thing has changed, and the old strength has been washed away. When that happens, it will all fall apart.

Beware, for it is not only Sears that has made this mistake.