And here's another person who stands out, because who can scroll past somebody online called The Wrinkly Writer? When Mary Cameron started her business, she was known as Four Words.

Well, I'd been Four Words and tonking along okay with Four Words for quite a while, and then the inimitable Kate Toon, I belong to her Clever Copywriting School group, and when we were doing, um, a session on branding, Kate said to me, "I've got something for you.

You're either gonna be deeply offended or you're going to love it." [laughs] She said, "I think you should rebrand as The Wrinkly Writer." And I loved it.

It was perfect.

You know, it was just absolutely who I am, you know, quirky, not born yesterday, loads of experience.

So it was just so right, and so I did a rebrand as The Wrinkly Writer, and, uh, it's working quite well.

[laughs]