You expect a product to be sticky, to hang around with its owner.

FORBES: Swap.com Social Commerce Without The Cash

And is there any procedures in place here at the White House now that -- the government owns a large share of GM -- about having procedures in place for potential conflicts of interest in terms of commenting on other cars and dealing with these safety recalls could be a sticky issue.

WHITEHOUSE: Press Briefing by Deputy Press Secretary Bill Burton

Down the line, they'll be able to offer additional messaging services -- helping them build sticky relationships with users.

CNN: Technology - Phone.com and Software.com plan merger to provide unified messaging

The bottom line: To be effective, a message must be appealing, clear, direct, sticky, credible, and transparent, using characters and stories that people are familiar with, can easily memorize and can recall at the moment they are making a decision.

FORBES: How To Get Your Message Across