Co-branding is a tricky business by definition. Brands are designed to help differentiation, so putting them together is not guaranteed to be a success. If you are going to attempt it, you need to take care. It seems Microsoft did not think through their launch gimmick for Windows 7 carefully enough.

The plan was to commission a special episode of “Family Guy” the edgy US animated series, celebrated for its irreverence. But at the last moment the plan was abandoned after executives viewed the programme and realised what they had done.

There can’t be many brands more ubiquitous in the world today than Microsoft, which needs to appeal to a wide range of people. On the other hand, Family Guy is almost designed to annoy the majority with its blend of taboo subjects and toilet humour, especially, surely, in the USA.

So how was this ever perceived to be a marriage made in heaven? Surely Family Guy was never going to be family viewing.