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Changing your name can be a great thing to do, of course. As a kid, my mother assured me that I could change mine if I ever went into acting.

My favourite? William Henry Pratt who became Boris Karloff, of Frankenstein fame. I always titter, too, at Marion Morrison. Who she? Well, 'she' became the better known John Wayne.

This identity shift has been a long time coming, given the merger of CGU and Norwich Union was back in 2002. While the livery remains true to the putrid blue and yellow, the message is simple: change your name; realise your potential.

The smart money says most who view this work will dwell a little with it; afford some involvement. It's a fun game after all.

I have noticed that the Happy character is back, too. So the layered communications mix seems to be gaining traction. Mind you, isn't it time he changed his name too?