Forgive a little chest beating but I was delighted to google Waggledancers this morning and to discover that the site is listed has places 1 and 2 out of the top 10. So no excuses now. You can always find the site! Not bad considering that I haven't been able to register the waggledancers domain - it is already taken. The site is still only accessible as a URL within Webjam.  Now there is some element of luck involved here but also a lesson. The word waggledancers is so individual that if you haven't heard of it you'll never google it. But once you have it is pretty unique. If you are trying to show others where to find the good stuff then the more uniquely you can describe the destination and the journey the more interesting you make the journey sound and the more likely it will be that they will end up where you want them to and not somewhere different which sounds kind of similar. There's still far too much generic thinking and language when briefing creative projects or developing brands. Too distinctive and you lose everyone. But just distinctive enough and you shoot to to top of mind and top of motivation