A little while ago reports of the UK's entrepreneurial efforts in the face of start-up giants like the US, were, well, a little mediocre. It was rather like reading an end of year report which said 'must try harder'.
So yes, the branding rules are strict. And yes, people's attentions have been more focused on their TVs than shop windows. But small businesses can - and have - used the Games to their advantage. BrandGB is a powerful thing; so let's use it both now and beyond London 2012.
We all know Hollywood is obsessed with the fresh ( just look at the sell by date of actresses.) But even they get 40 odd years. A film's lucky to have a span of 25 before a baby-faced, baseball-capped, Starbucks-carrying studio executive is screaming "remake!"