Have you ever typed in www.reversemortgage.com? Guess where it goes….keep reading if you’re too lazy to click on the link. Whomever was responsible for acquiring that domain was a genius. What’s the value of that domain? A ton of money…..sadly, not enough to re-capitalize IndyMac… When it comes to branding, a company and/or an individual should spend considerable amounts of time and money developing their brand but a new way to think about branding and marketing relates to generic domain names. As for those who are branding themselves (i.e Donald Trump or Monte Rose – Training Session coming up!), marketing and self promotion are critical components to developing a digital persona and brand. You can always try to go the way of the Donald or Monte (trump.com or monterose.biz). If you were a document preparation company, you might pick something generic that says what it is that you do such as Reverse Mortgage Documents (http://www.reversemortgagedocuments.com or reversemortgagedocs.com). Sometimes it’s just as cool to be literal rather than abstract….most seniors probably wonder why anyone on earth would come up with some crazy name like Google or Yahoo!