Millions are spent each year by various insurers to brand their companies. Direct Line, Churchill and esure are probably the most obvious.

But brokers were surprised and slightly shocked when Michael Portillo MP made a faux pas in regard to his car insurance. When asked about which insurer he may use, he replied: "Maybe I'll go to that one with the telephone with wheels."

Not only could he not name Direct Line, but what a way to win over a room full of brokers!