These days it's all about branding, we're reliably told - and it seems that can extend even to the most intimate of friendships and groups.
Now, some clever sociologists working for Chivas Regal have had a look at male friendship groups and written a massive scary-looking report.
In a nutshell, they've come up with six categories, into which each and every chap can be slotted. You thought you were just a normal bloke? Think again. Thought you were an eccentric individual who broke the mould of mankind? Forget it. Apparently, you're one of the following (and I imagine there's a female equivalent to all of these, too).
So, with the aid of the laboratory, here are the categories and three helpful examples of each....
The 6 Man Types, Apparently...
The Rock(01 of18)
Open Image ModalIn a word: solid.Stout of character, this dependable friend represents the true soul of the group. His values are old-school, his attitude is all-business, and his sense is common. Count on it.Eg Ben Affleck... (credit:PA)
(02 of18)
Open Image ModalColin Firth
(03 of18)
Open Image ModalMartin Freeman
The Hero(04 of18)
Open Image ModalTo the rescue!Invigorated by simply being around his friends, this guy is never shy. He knows what he believes, and everyone around him does too. That's because he isn't afraid to say it.Eg. Tom Cruise... (credit:PA)
(05 of18)
Open Image ModalDaniel Craig, or rather, James Bond
(06 of18)
Open Image ModalMatt Damon
THE COACH(07 of18)
Open Image ModalYou're better off with him.You know how some people just know when to say something and exactly how to say it? He is that guy. He knows what you need to hear and he doesn't mind listening either.Eg. Carrie's life saver over and over again in Homeland, Saul, impeccably played (of course) by Mandy Patinkin
(08 of18)
Open Image ModalSimon Cowell - known for his acerbic put-downs, also noted by many friends for longtime loyalty and support
(09 of18)
Open Image ModalMalcolm Tucker (ok, on a good day) - who would you rather have your back?
THE WIT(10 of18)
Open Image ModalHe'll be here all night, folks.You want jokes? This guy's got jokes. He comes to life in lively conversations. He can't help it. The center of attention just seems to find him. And he makes the most of it. EG: Chris O'Dowd
(11 of18)
Open Image ModalRobbie Wiliams
David Brent(12 of18)
Open Image ModalDavid Brent - the life and soul of ANY party (credit:BBC)
THE EXPLORER(13 of18)
Open Image ModalIf it's new, he knows it. In a world of memes and hashtags, this natural cool hunter is on the bleeding edge of it all. He's heard that band and seen that video. Don't look now, but he's trending right toward you!EG: Brad Pitt..
(14 of18)
Open Image ModalJohnny Depp
(15 of18)
Open Image ModalBenedict Cumberbatch
THE PILOT(16 of18)
Open Image Modal#1 for takeoff.He may not admit it, but he's in charge. Knows everybody. And just as importantly, everybody knows him. But all that power doesn't go to his head. It goes to the good of the group. EG: George Clooney
(17 of18)
Open Image ModalWho would argue with Mr Bates? A shining example of quiet authority.
And if there were any doubt...(18 of18)
Open Image ModalPresident Obama.
Do you agree with the boffins? Let us know. And you can read the whole report here at www.chivasfriendshipreport.com