WASN’T THERE… as in what half the population call illness, and the other gender call man flu. It’s blowing a gale with horizontal rain and you’ve been under the duvet for most of the last 24 hours; so the big question, among considerations of Paris bombings and Syrian aerial bombardment, or how to manage a European refugee crisis, is do I go to the match or not?

Having made an executive decision of major proportions, the sub-duvet bunker provides the perfect location for radio airwave surveillance. It takes a little over the allotted 90 minutes to realise ‘I’ also stands for INSULT to INJURY… as in what is added to the aforementioned illness as my team manage to blow a 2-0 lead by conceding an own goal in time added on. Just as the glorious summit was in sight the mist descended! The duvet decision is vindicated.

But in a creative (aka delirious) moment I ponder how ‘I’ could possibly stand for DON’T BELIEVE IT, in the event that the Cupertino, California fruit-influenced image makers seize on the so-called ‘beautiful game’. Imagine… iScore on the iPitch during the iMatch. I’m out of here! If you’re looking for real branding look no further than ICONIC Cardiff…

Until we speak again I will continue to be Bella… and for the record it was Cardiff City 2 Burnley 2, with the locals having played 18, won 6, drawn 8, and lost 4, which puts them currently 10th in the league.