This week saw the launch of the much trumpeted and anticipated peer-to-peer insurer Lemonade.
Reading one article comparing the start-up to Beyonce's highly lauded album got me thinking whether there were any other potential firm names among the 2016 album release pile; and what those firm's unique selling points might be.
A casual search reveals David Bowie's Blackstar has already been taken by among others an insurance agency in Orlando - but how about these other suggestions.
Feel free to add your other hypothetical insurance businesses named after current or past releases in the comments at the bottom.
Adore Life (Savages)
It's all about the millennials at the moment so what better name for a business that offers cover for those young - and young at heart - free spirits out there who think nothing of a bungee jump from a mountain ledge or get a thrill from the type of water sports that usually make insurers baulk.
Blonde (Frank Ocean)
'As an antidote to Bland, choose Blonde', goes the strapline for this business that is latest business attempting to make insurance more palatable to customers with its digital claims service and penchant for hiring big hitters from well-known digital and online brands. The exec photos with the team all "blonded" up on its website is a sight to behold.
Guidance (Russian Circles)
From post-rock to this robo-broker, this start-up has been programmed to deliver travel insurance to the mass market in a cost effective and efficient manner, delivering most quotes in under three minutes.
This exotic sounding business is anything but in reality, offering no frills motor insurance, with a contact centre that over eggs the Japanese origins of its name with irritating hold music and operators who greet all caller with the above greeting made famous to many this year through Skepta's Mercury Music prize winner.
Meet the humans (Steve Mason)
In an increasingly digitalised world, this back-to-basics insurer looks to tap in to the fact that as a population we are getting older by offering a good old fashioned door-to-door sales service in metropolitan areas. It might not be the cheapest provider out there, but its customers love this firm named after the former Beta Band singer's latest offering.
Patch the Sky (Bob Mould)
There is data everywhere at the moment, with an increasing percentage moving to the cloud. So how about an insurance business offering data protection cover, a metaphoric sticking plaster if the firm holding their information spung a leak.
So there you have some suggestions.
Fraudsters might think Bottomless Pit (Death Grips) is more apt; while for other customers Hoplessness (Anhonni) and Blank Face (SchoolBoy Q) could strike more of a cord.
Which album titles do you think could make good insurer brands?
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