I worked at Black & Decker when product engineer deservedly took back seat to marketing as the premier discipline. Makita was cleaning B&D's clock in the marke

I worked at Black & Decker when product engineer deservedly took back seat to marketing as the premier discipline. Makita was cleaning B&D's clock in the marketplace and all engineering could say was, "But ours test better than Makita's" Joe Galli took a dozen of the best Black & Decker tools; changed the housings from grey to yellow, and changed the labels from B&D to DeWalt. He hired a dozen new college grads to drive around to job sites and sales took off like crazy. The exact same tools labeled and sold differently outsold Makita. In a strategy masterstroke, when Makita dropped their price he sued them for dumping products on the US for below cost. It was a true marketing breakthrough -- engineering had nothing to do with it.