I assumed that the "milli" part was an ambiguous reference to a crawling creature - or possibly a small unit of measurement - and so with the "brand" bit, quite clever.

Unlike ake who seems to have no idea at all of a fundamental difference in meaning. It's a shame because I aree with him that capitalism and the doctrines of greed generally need to be supplanted along with the "born to rule" arrogance of Cameron and Clegg.