German tool manufacturer Wera has become the iconic brand of and for Tool Rebels.
Actually, Wera shouldn’t even exist, because when the company was founded in 1936 a lot of good screwdriver manufacturers had already been established. So the only conclusion can be that Wera must have done something different and more exciting than many other competitors to become such a well-known brand.
Consequence of successful brand management
To Wera, the brand and the way work is done form a symbiosis. The employees really feel like rebels, always question everything and there are no prohibitions on thinking. The focus should be maximally creative and innovative. This is reflected in the corporate identity – only framework conditions are set, but not hierarchically decided from top to bottom.
The management is very proud of its own tools. It is the mix of innovation and emotion, i.e. of product and brand.
“We have given our tools an emotional and a good look and have obviously struck a chord with them,” says Ralf Dessus the Sales Manager of Europe.
This includes:
• Diamond-coated bits and screwdrivers with Lasertip to prevent slipping
• Hex-Plus prevents wear inside hexagon socket screws
• Zyklop Speed combines the advantages of 5 types of ratchet in a single tool and is incredibly fast and incredibly flexible
• Joker open-end wrenches with its practical holding function and double-hex geometry
More information about the products in our reichelt Shop
Wera Tool Rebels
Wera has hit the mark with this philosophy. So that now not only the product developers call themselves Tool Rebels, but increasingly also dealers and users. Daniel Waurich from Wera knows that more and more people want to belong to the Tool Rebels.
