Guaranteed

Guaranteed Forever!  Lifetime Warranty!  Limited Lifetime Warranty!

Over the holidays I went shopping for tools.  An interesting thing caught my eye.  At Home Depot, looking at their private label hand tools branded Husky...there was a graphic on their packaging that said GUARANTEED FOREVER.

This made me think of how the Craftsman Brand from series started this trend many many years before this. 

Many brands will offer this type of Guarantee to instill confidence in the brand.  Many times even things that are Guarantee Forever, or has a Lifetime Warranty or a Limited Lifetime Warranty has fine print.

The brands are using this type of marketing cause it separates from other brands and inspires confidence in the quality.

The true secret in this type of marketing is that the brands know the replacement cost is so small and chances are the tool is lost or never turned in.  For the less than .001% of transactions that actually someone does turn a broken or defective tool tens years later, the replacement transaction is small.  That is why you never see lifetime or these type of guarantees on big ticket items such as major appliances and things like Automobiles.

Cars, Tires and things that are used and breakdown with usage will always give you a warranty that never exceeds what they were engineered for.