On Friday, millions of Britons, alongside a good deal of the rest of world, will put down their pens, put on their kettles (for tea, of course) and turn on their televisions.
As we begin the final countdown to Prince William and Kate Middleton's Friday wedding, there is no denying the frisson in the London air - even amongst some of those who claim not to be interested.
All in all, it should be a great day for 'The Firm,' as Her Majesty is rumored to call her family.
In some respects it is a firm, of course, but it is also a brand; or - more properly - a family of brands. This is borne out by the sudden rush for the College of Arms to create a Coat of Arms for the soon-to-be-princess: England's ruling classes were all over the importance of recognizable brand identity and essence way before any riffraff like me ever got involved.
But the Royals and their multiple yet symbiotic brands - and the relationships between them - bring a complexity all of their own.
The first question, surely, is what or who is the 'Masterbrand' here; the King or Queen of the time, or the family they represent, or the very institution of monarchy itself (whether it is Windsors, Tudors, Stuarts who currently dominate)?
One would expect ardent Royalists to argue for the latter; it is, they would assert, the institution - or at least the family - that matters, not the individuals.
But ardent realists, however, might retort that after nearly 60 years on the throne, The Queen herself might have a better claim to the 'Masterbrand' moniker. Her presence, ubiquity and longevity all mean that her individual 'brand values' are perhaps stronger than those of the institution of which she is the temporary custodian.
If so, she would by no means be the first King or Queen to be the victim of his or her own success in this respect; chipping away at and weakening - unintentionally - the brand equity of the very institution they are working so hard to protect.
This is a very familiar challenge to anyone who runs, or in some other way finds themselves towards the senior end of, a people-dependent organization. Alienating oneself from one's business, yet still trying to give it your all - day-in, day-out - can be a very difficult balance to strike.
For as long as Her Majesty reigns, of course, then for her the question is somewhat academic; her own brand and that of her family work harmoniously and feed off each others' strengths and brand equity.
However, the minute her reign comes to an end, then what should be the 'Masterbrand' - the institution - is exposed as having been reduced to a mere 'Endorser' or 'Wrapper' brand; a loose grouping within which individual brands sit.
And those individual brands quite clearly enjoy a dynamic, but nuanced and subtle, relationship with that 'Wrapper.' This relationship is relatively easy to observe when it comes to the 'Hero' brands of The Prince of Wales and his sons for example, but elsewhere it becomes significantly more complex.
Take Princess Eugenie. Or The Duke of Gloucester. What is their 'brand's' place in the hierarchy within the 'Wrapper'? Are they in fact 'Sub-brands'? Are they brands at all, or merely 'Endorsed Products' - 'A 100% Genuine Member of The British Royal Family™'?
And how do we organize them? According to popularity? Surely not. But nor can their place in the brand hierarchy be determined simply according to proximity to the throne; Princess Diana was more popular, at least for a time, the further away she got from being Queen.
Which in itself raises an interesting question - how does the Firm deal with 'Infected' brands, and stop the contagion from spreading to the 'Heroes' or the 'Masterbrand'?
"Off with their heads!" was the no-nonsense approach of Her Majesty's forebears, but equal robustness was shown when Diana was stripped of her 'HRH' title. These periodic purges, whatever the tabloid press might say, are less about maternal, spousal or filial vengeance, and much more about the preservation of brand equity.
What is for sure is that, like all good brands, the Royals understand the importance of a good campaign and the significance of effective brand promotion. Which is why Prince William and Kate Middleton's wedding offers such a fabulous opportunity.
The Royals and their brands - Master, Endorser, Hero and Sub - will remind the world of the unique magic that can only be associated with this rather unusual family.
That and, if it pleases Your Majesty, the fact that all us Brits get a day off work.