When I was at Ogilvy & Mather/Chicago from 2000-2003 I worked on the Sears business. Started on Orchard Supply Hardware (OSH) and then moved on to Craftsman tools later. The TV we did was iconic and dealt with the breadth of the tool line and the history and heritage Craftsman has. It always amazed me that it was always ranked #1, #2 or #3 on quality among all worldwide brands (not just tools, all). The other two that flirted with the top 3 were Rolls Royce and Waterford Crystal. Good company indeed.