We’re constantly surrounded by brand advertising. It’s everywhere – on people’s clothes, on posters and underground escalator screens, in magazines and newspapers, and on our TV sets, mobiles and PCs.

Yet each brand assault on our time and senses is itself a potential target in the ‘War on Error’. A momentary lapse in vigilance can result in a stomach-dropping moment for the brand owner when a minor but hugely impactful mistake is revealed for all to see.