Clearly, a company’s name has nothing to do with the quality of its products. Like most manufacturers, a tool company’s name generally falls into two categories: founder names or “named by committee.” Companies named after their founders are common (Stanley, DeWalt, Black & Decker, Bosch etc.). Other companies were likely named by committee with an emphasis on advertising appeal (Craftsman, Powermatic, Steel City etc.). One company name must have started as an inside joke that got out of hand – Ridgid. This first occurred to me after I recently purchased a Ridgid cordless drill and mentioned it to my father-in-law. I simply stated, “I have a Ridgid tool” -followed by awkward silence. I quickly realized that “Ridgid” is suspiciously similar to “rigid”. I can’t believe how this name makes an over-the-top blatant appeal to the male psyche, and I don’t understand how I never realized it before. If I had to choose between a “RIDGID tool” and a “FLACCID tool,” would I choose the Ridgid simply because of its name? …probably.
-- Patrick, Iowa City