I know this is old news but I have been in shock for a week or so.

So Blue Peter (UK children's TV programme) has been found to have cheated on a competition telephone phone in. Somehow we expect it from politicians, business people and others but this was for many of us a painful discovery. A sort of 'Is nothing sacred moment?'.

It reminds me of the time when you first realise your Mum or Dad are not infallible. That Santa Clause is not real. That the Tooth Fairy is infact your parents. Your world is turned upside down.

That is the sort of relationships many organisations and brands want with their customers. Maintain the magic and everything is fine. A slip and the spell is broken. What is a real issue is that what can take years to build can be broken in a short time.