OPINION: Baffling branding in personal finance.(brand names)

Jeremy Bullmore is the non-executive director of WPP

Increasingly, I worry about the word 'marketing' and how it has come to be used. Fifty years ago, Peter Drucker said, "Marketing is not a specialised activity. It is the whole business seen from the customer's point of view."

Yet if this is the case, why are inventors, chemists, brewers and actuaries not seen as part of marketing? Increasingly, marketing seems to have become a slightly posher word for selling: getting rid of stuff.

There is one particular consumer sector that needs good marketing more than most - and yet, bafflingly - gets some of the worst.

Everyone in the world …