Exposure is the key and how shocked The Diary was to see that everyone’s favourite mid-tier firm Theodore Goddard (TG) managed to smuggle one of its partners onto BBC Breakfast.

Indeed, TG’s very own Simon Clark was wheeled out as the IP expert in the City news slot to talk about how Ralph Lauren’s Polo clothes brand could or could not be confused with Polo the mint, Polo the car or Polo the sport – all live.