On a recent car trip my six year old son, Dylan, recently pointed out to me that he recognised a Sainsbury’s store, ‘because Sainsbury’s is orange’. Being a brand whore this intrigued me and I decided to quiz him further on other brands, and more specifically supermarkets. What colour is Waitrose I asked? ‘Green daddy, dark green’, he replied. ‘And Morrisons?’, ’Yellow daddy, and green too, but just a bit’, he replied. Asda? ‘Green’. Marks & Spencer? ‘Dark green as well, I know because grandma goes there’.