Could it be that someone at Accident Exchange smashed up their car and said: "Oops"- for what other explanation could there be for branding its legal expenses product with that word?

Headed by former Policy Master (now Sirius) guru Steve Evans, Accident Exchange has just spent the past year building its retail branded product and allied accident management service.

And with 180,000 policies already in the bag, it seems Oops is already making its mark.

It definitely beats the classic names (Aviva, Ladybird, Fresh!), so the lesson is to brand with words that customers may actually use.