On the eve of the Labour Party conference I switched on BBC News 24 at midday today.

Maxine Mawhinney told us we were going live to Brighton to see David Miliband's arrival - then hurriedly corrected herself and said Ed Miliband.

If one of the most experienced news readers in the world's most prestigious and well-informed news organisation is struggling over identifying the correct name of the Labour leader what hope is there for the ordinary electorate?