The marketing gurus at Kinnect, the Lloyd's connectivity platform, have adopted an innovative approach to naming their meeting rooms.
Rather than the conventional Room 1 or 2, the staff at Kinnect instead have the opportunity to hold a meeting in the Richard Branson or Winston Churchill rooms.
With rooms named after well-known figures, the company believes they reflect brand values.
But Backchat wonders what value the room named after Stelios Haji-Ioannou, the easyJet founder, could represent. Cheapness?
Given that Kinnect has been described as a "black hole" when it comes to funding, probably not.