No sign of flagging

The display of Britishness that assaults the senses in a visit to any supermarket in the UK at the moment  certainly leaves the German 2006 World Cup in the shade - and could well put some of the USA's shows to shame.

It's hard to find products without a Union Jack or Olympic logo, and, just in case you miss the point, everything from butter to sausages proudly proclaims its origins (British cows fed on British grass watered by British rain...)

I suppose there will come a time that we can't see any more red, white and blue, once the shine of the gold medallion haul fades into the background.

But, for the time being, Britain's branding shows no signs of flagging.