the secrets of the brand better than anyone I know. And you may be amazed to know that I know a bit myself. For 8 years I was on the board of Superbrands and have actually run seminars in several countries on the subject. And I've helped firms like Unilever, Proctor & Gamble, IBM and American Express I am planning an event on this in Spring on How to Build a Brand, probably in conjunction with a university here. Would you like to know more? Would you like to see James talking about this? Just reply to me, Drayton@Draytonbird.com saying "Brand" and I will keep in touch. And good use of the main three Representational Systems: it looks different feel the cream smell the creamy fragrance Those people certainly knew how to sell! And what's with the latest confused.com tv ad? animate your branding, add a nice Queen track (Somebody to Love) and don't tell anyone what you do. They used to be the biggest comparison site brand. Now my wife (and many others I suspect) thinks they are a dating site. To use a couple of expressions I seem to remember Drayton using; The Curse of Assumptions (that everyone knows what they do) meets Creative Wank. Glyn, I said the exact same thing. I assumed they were looking at a product extension into dating, seemed the only rational explanation for that massively wasted media budget. Collective head hanging in shame exercise is due...