One Fish, Two Fish, Red Fish, Blue Fish

Before I reveal the brilliant media/creative idea I trust you are enjoying the fish on the left.

Insurance company crash data shows that colours are crucial. Red & Yellow are the most visible colours. Boring black cars crash more. White in winter in Russia is practically invisible. That might sound obvious but our bright creatives once made a white poster for white chocolates which went up for in time for Christmas.

So if you are a brainy brand builder your box should be red, or yellow or even both - like Pirelli above. Think about the leading brands in these categories & picture the colour(s) you associate them with; Cigarettes, Chewing Gum, Soft drinks, Toothpaste, Tea, Breakfast cereal, Jeans, Fast Food & Sports Cars. Free copy of "Googled" to whoever can name the brands which fit the above categories - email me on pgarethbrown@gmail.com.

Even the most celebrated football team in British history is dressed all in Red. You'll Never Walk Alone.

And in the title of the book by Dr.Suess (rhymes with Voice) the Blue fish comes last. Like Chelsea failing to make progress in the European Cup again last night.