At a seminar to discuss the branding philosophy of Lloyd's, Backchat learned that brokers were set a number of tasks surrounding the perception of Lloyd's. They were asked: "If Lloyd's were a famous person, who would it be?"

Some interesting names were thrown out, such as Michael Palin and James Bond. The most popular, however, was the Royal Family. Let's hope they meant the Windsors' and not Ricky Tomlinson's clan.