Are you a switcher, a voter, a lover or a hater? Be a curious little fish and find out about labelling in advertising, where it comes from and meet the fathers of behavioural science who have helped us shape the language we use in our marketing to make it more effective.

The royals are essentially ‘a luxury brand’ - so to maintain trust, they need to behave like one. That means no “moonlighting”. Stick to your day job. Does François-Henri Pinault (CEO of luxury group Kering) suddenly decide to put his hand to stitching the leather on a pair of Gucci loafers because he has some spare time? Hell no. They wouldn’t let him near the Gucci loafers.