Black+Decker: The 115-Year-Old Brand Trapped Between Its Past and Its Parent Company’s Future
1. Company & Brand Snapshot Black+Decker is one of the most recognizable names in power tools, but the brand today is a shadow of the company that founded it. S. Duncan Black and Alonzo G. Decker launched their Baltimore machine shop in 1910, initially producing machines for making milk bottle caps before pivoting to portable…