Dear Tig,

My company sells room additions. Now the company wants to "brand itself." The problem is this: Because of the nature of the product, we are not really interested in long-term brand loyalty. This is a once-in-a-lifetime buy, and there are no long-term follow-ups we can do other than warranty repairs and make-goods. Do you think it is worth brand building and positioning exercises in a case like this? Send help before we spend my ad budget on research.

Sincerely,

Out on a Limb

Dear Limb Sitter,

There is a big difference between a company that indicates it cares about the long-term customer prospects and a company that relies on long-term customer prospects. You may work for one that doesn't need long-term relationships, but you might find yourself with more of those juicy short-term relationships if your customers perceive you care.

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