Do you care what your insurance company is called? Of course not, you just want the lowest and best quote and hopefully nothing to do with them ever again. Renewal is hassle, but hey, that’s what comparison websites are for. So if you end up at the Big Bogey Insurance company, so what?

Well, Norwich Union though are really bothered about their name. After several hundred years of being NU with no discernible ill effects, some bright spark in marketing has reckoned that in down town Somethingorotherstan it may confuse the locals.

So now simple NU becomes Aviva - and they have spent zillions doing it. You may have seen A-list celebs like Bruce Willis and Ringo Star hammering the point home on TV ads.

However, unfortunately in a recent poll all the people stopped in the street and interviewed for regional news didn’t have a clue what Aviva now stood for. They did, however, know it was a car.

More than thirty years after the last Viva left Luton in 1977, the marque is still ingrained in the UK public’s consciousness. So in these troubled times, why not resurrect the name?

I presume GM still own it. They could even dump Insignia and just call it Big Viva. The Astra is okay, I suppose, but I would favour it being the New Viva, while Corsa has always has sounded rubbish, so that is the Little Viva. Then there is the ZaViva and MerViva and we’ve sorted it.