Short Term Issues 1. Should Stanley Black & Decker apply to Google (the owner of YouTube) to have the video and any other videos like it removed from the website? 2. Should advertising for Craftsman brand products be re-oriented to emphasize the bene- fits of buying "genuine Craftsman?" 3. Should Stanley Black & Decker create and post their own series of videos showing the superiority of genuine Craftsman tools versus imitations? Long Term Issues 1. How could the brand equity of Craftsman tools be impacted by 3D printed versions of their tools? 2. What happens if technology advances to the point that the 3D printed version of a Crafts- man tool is just as high in quality as a Craftsman tool purchased through an authorized reseller? 3. What are the implications of 3D printing on pricing strategies for Craftsman tools? 4. Will 3D printing revolutionize channels of distribution for Craftsman tools? If consumers can print Craftsman products at home, why would they go to a retailer? Short Term Issues 1. Should Stanley Black & Decker apply to Google (the owner of YouTube) to have the video and any other videos like it removed from the website? 2. Should advertising for Craftsman brand products be re-oriented to emphasize the bene- fits of buying "genuine Craftsman?" 3. Should Stanley Black & Decker create and post their own series of videos showing the superiority of genuine Craftsman tools versus imitations? Long Term Issues 1. How could the brand equity of Craftsman tools be impacted by 3D printed versions of their tools? 2. What happens if technology advances to the point that the 3D printed version of a Crafts- man tool is just as high in quality as a Craftsman tool purchased through an authorized reseller? 3. What are the implications of 3D printing on pricing strategies for Craftsman tools? 4. Will 3D printing revolutionize channels of distribution for Craftsman tools? If consumers can print Craftsman products at home, why would they go to a retailer