I can’t help the pun—Buck may not be the sharpest knife in the drawer, but they’ve got a wonderfully strong brand. Back in the day, Buck was “the” knife to own. The Buck 110 has gutted more deer, opened more boxes and whittled more corncobs than all the other hunting knives combined. In their heyday, Buck was making 100,000 knives a week. However, Buck had too much of a good thing. They totally missed the biggest thing to hit cutlery in the past 20 years, “collaborations.” This marketing strategy—using custom knife makers to design production knives that bear the custom maker’s name—propelled an obscure little maker of balisong knives in Oregon to become the industry leader. However, just like Colt in the number three slot, Buck can’t kill a good brand with bad marketing. Buck Knives have come back strong with a move to Idaho and are now playing in the collaboration arena as well. Chuck Buck remains an icon of the industry—and a name that many people use for “hunting knife.” Those are my top five brands in the industry. What are yours?
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