Ok, a positioning statement. My late parents were more royalist than some of the Royals. I was indoctrinated at about 5 years old.

However, the whole Lady Di debacle left me cold and I reckon the brand crashed at Di’s death.

Apparently, Charles only met her 13 times before they married. She even had to call him ‘Sir’ whenever they met. Charles wanted to marry Camilla but that clearly didn’t fit the royal brand, right? It is said that a couple of months before the wedding that a leased line circuit for fax, data and voice lines was fitted in Clarence House direct to Camilla’s pad for Charles’ benefit.

The nation saw through the whole thing – eventually. Charles and his advisors took some very bad advice and the royal brand took a pasting.

Di fronted the brand; the most respected and loved of them all save none.

Now, it appears that the brand is back on course… a superbly staged wedding – despite Princess Anne looking a curtain and Eugenie’s fascinator – like a parson’s nose. And was Beatrice advertising Sky?

Thank God that Will and Kate clearly and genuinely love each other and that they have brought one of best British brands back into favour. Perhaps we can see Royal Brand strength again rather than ridicule from some quarters.