TS has been known to mock the institutes from time to time, in particular over their attempts to rebrand and make themselves look all shiny, new and 'street'.

ACCA, with its Soviet-style effort, and the ICAEW's 'slimming down' of Economia got some TS-style short shrift.

The AAT however, which went for swish green logo plus swanky offices, met with TS' approval. Our eye for design was backed by the corporate style gurus at the CorpComms Awards, held at the Grosvenor House Hotel. OK, the AAT didn't win, but were announced as a 'runner-up' in the Best Rebranding Exercise category, TS was told.

But even that statement had a touch of 'spin', as it turns out the AAT were one of three shortlisted.

Not really second place is it? Still, with all that rebranding and repositioning malarkey you're bound to be a bit hot on the keypad when it comes to saying how good you are.