Bailey

I don't think you can explain marketing values in such a definitive manner. In an ideal world - the marketing execs would want both a TM trading name and then a whole bunch of memorables for various marketing strategies.

It's very easy to get blinded by your own sense of "best-fit" but I've certainly sold far more what I would call 'wordplays'. These tend to take the form of key word with another. Shortness and wordart come into play.

To me this question is almost like 'what is the best colour' Well we all know it's a preference, fab, style, fashion,.etc etc and these will be in constant flux, I wouldn't worry too much about what Google do or don't do - they will go where ever the popularity/income ratio takes them , and that won't be defined by them. I always like to read opnions that state - they can come-up with something similar at reg cost - they don't want something similar they want what they want full-stop

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TheDon dot Com

wb

You could of course elimate the problem by using a generic domain for a brandable company name, and I suspect this is the way many brands will develop in future. Plenty of companies are doing this already with redirected domains (Edwin's list includes many) however equally there are brands basing their website around a generic such as B&Q with DIY.com.

markb

This is very true, i didnt think of it this way, i knew b&q owned diy.com but i didnt realise they used it as their main site. "Farm & Cottage" do this also with their domain holidaycottages(.co.uk)