<b><b>Is The Lifebuilding Company just smoke and mirrors by &amp;"Wilcon with a trendy name&amp;" or a genuine attempt to change the way we supply customers with new homes? Ben Roskrow visits TLC's first site to try to find out</b></b><br><b>What's in a name? Does it matter what a company is called as long as it is delivering a service? The Post Office is now Consignia, British Steel is Corus and Tarmac is Carillion. All have changed names for a variety of reasons, but the new titles have been selected to present a modern outlook with a conscious effort to break links with the past. </b><br><b><b>Real or gimmick?</b></b><br> So what do we make of The Lifebuilding Company (TLC), the new launch by Wilson Connolly which is threatening to change the mould of housebuilding and promising, I quote from its brochure, &amp;"to look after you better than any other company&amp;"? A bold statement, perhaps even a little rash. But is TLC a gimmick or a genuine to attempt give the customer the service that has mostly been lacking in the housebuilding industry in recent years? <p></p><p>John Weir, Wilcon's design and marketing director, is aware of the suggestions that this launch is purely a …