A young friend of mine, who has his own home caretaking (construction) and project management business proudly announced he’d bought his wife (who has the cleaning side of the business) a Volkswagen Beetle. Whilst he was driving it back to his home he came up with all sorts of wonderful ideas to market his wife’s business around the words bug, after all, the car is affectionately known as a Beetle Bug. His first creative attempt was “has the cleaning bug bitten you yet” with visions of this slogan painted on the side of the royal blue Beetle. The name “The Cleaning Bug” pinged for me and I suggested they use it for this business as it didn’t have its own name, trading only under his business name. And so the name “The Cleaning Bug” was adopted. Catchy – yes! And there’s more. The creative juices continued to flow and he’s decided to put an advert into the local newspaper which read “has the cleaning bug bitten you yet? Get vaccinated – phone ..” Catchy? Yes. Effective? No, no, no!