At Stanley, an introspective marketing campaign

Stanley is looking within for its newest marketing campaign, which takes a good hard look at the qualities that make Stanley -- well, Stanley.

Using the hashtag #Stanleyness, the company will be engaging its followers in helping to define the qualities of the Stanley loyalist: in the company's words, "timelessness, durability, confidence and humility, with a touch of badass ruggedness." 

"The Stanley brand's rich history is built on the thousands of stories we've collected from fans that include a combination of incredible qualities – utility, substance, durability, honesty, reliability, and fortitude," said JoAnne Anderson, director of global marketing. "We're setting out to pay tribute to our fans who embody these attributes by identifying them with the #Stanleyness hashtag."

The campaign will span print, digital and social mediums, encouraging users to engage on Facebook, Instagram and Twitter. A series of illustrations (one pictured here) depicts true stories from brand loyalists and will be printed on promotional items and distributed at trade events.

Stanley will also present a Golden Stanley Trophy to a few customers with the most #Stanleyness attributes.