Welcome to Day 17 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Stanley!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Stanley?
Durable (641), Reliable (265), Tools (29), Thermos (20)
If you could rename Stanley to describe what they actually is, what would you call it?
AllDayThermos
EverydayReliability
RuggedGear
Workworthy
Describe Stanley in exactly three words.
Practical: 85.0%
Reliable: 61.1%
Durable: 59.7%
If you could fire the CEO of Stanley, would you?
No: 98.6%
Yes: 1.4%
If you met the CEO of Stanley, what is the first question you would ask them?
Are you committed to keeping quality and durability the top priorities for your products?
How are you making sure your products stay durable and affordable for everyday people?
How do you make sure your products hold up for people who use them every day?
What is the maximum price (in dollars) you would pay for a product before walking away?
Average: $45.96
Median: $45.00
Range: $15.0-$120.0
How long do you expect a Stanley product to last?
Average: 6 Years
5 Years: 68.1%, 10 Years: 20.7%, 3 Years: 7.0%, 7 Years: 3.4%, 2 Years: 0.5%, 4 Years: 0.2%
If you could change one thing about the product, what would it be?
A better, easier-to-clean lid that doesn’t leak and is simple to take apart.
Make lids easier to disassemble and clean — simpler parts and fewer crevices where gunk can hide.
Make the lids and handles easier to grip and operate for older hands.
Would like a longer warranty and tougher seals against the elements.
Who is the biggest threat to Stanley?
Yeti (801)
Knockoffs (402)
Cheap brands (233)
What is the best alternative to Stanley?
Yeti (638)
Hydro Flask (225)
Thermos (57)
Why haven’t you switched to a competitor yet?
Because Stanley has been reliable and familiar — it performs well, and I trust its durability, so switching hasn't felt necessary.
Because Stanley has been reliable for me and is what I know — works well enough and is easy to find.
Stanley meets my needs on durability and price, so there hasn't been a compelling reason to switch.
On a scale of 0-10, how much do you trust Stanley?
Average: 6.9
Result: 5: 0.1%, 6: 19.3%, 7: 74.8%, 8: 5.7%
Do you think Stanley’s best days are ahead of it or behind it?
Ahead: 96.8%
Behind: 3.2%
If Stanley went out of business tomorrow, would you care?
No: 85.6%
Yes: 14.4%
Does Stanley actually care about its customers?
Yes: 92.9%
No: 7.1%
Do you know the name of Stanley’s CEO?
No: 100.0%
Does the CEO’s public behavior make you less likely to buy from Stanley?
No: 88.9%
Yes: 11.1%
Do you think the leadership at Stanley is competent?
Yes: 91.4%
No: 8.6%
Is the leadership of Stanley a liability to the company?
No: 90.2%
Yes: 9.8%
Do you think the CEO uses their own product?
Yes: 55.7%
No: 44.3%
Do the executives at Stanley seem out of touch with reality?
No: 88.0%
Yes: 12.0%
Would you buy Stanley if it weren't on sale?
Yes: 89.4%
No: 10.6%
Is Stanley worth the money?
Yes: 98.6%
No: 1.4%
If Stanley raised their prices by 10%, would you still buy it?
Yes: 77.5%
No: 22.5%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale)
Average Score: 2.8
Result: 2: 44.9%, 3: 31.1%, 4: 23.6%, 5: 0.4%
Has the quality of Stanley declined recently?
No: 97.4%
Yes: 2.6%
Is Stanley too "woke"?
No: 100.0%
Are you loyal to Stanley because you like it, or because you’re stuck?
Like it: 99.5%
Stuck: 0.3%
Not loyal: 0.2%
Do you think Stanley will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Stanley in the next 6 months?" (Scale: 1=very unlikely to 5=very likely)
Average Score: 3.6
Result: 2: 3.9%, 3: 30.9%, 4: 65.2%
See you tomorrow for Day 18!