Remember the bad old days when companies insisted that on their website, every time their name was mentioned, they wanted to see their logo - even in body copy.

Luckily we’ve moved on from there - a bit.

Another similar problem I see is with names (especially for events) where the words are put together as one or spelt differently, just to be different.

I wrote an article about a local business event called Inspire07 - yes, no spaces, but instead, in my article, I put the space in.

I did this, not to be awkward, or to break any brand guidelines, I did it because logically, that is what someone will type into a search engine. If you do a localised search (6/11/07), the article comes above the actual event website and is delivering traffic to my site already.

I cringe when I sit in a meeting and someone starts telling about a domain name they have bought, “and we’ve spelt it differently to stand out!”

If you want your website to be found, you have to be flexible - spellings and all.