jmccormac - 1:30 pm on May 31, 2010 (gmt 0)
A lot of people see generic domains as effective category killers. (If you own the generic then you own a lot of the traffic for that category.) However brandable means that people will remember your domain and website rather than the generic word for the niche your site serves. Building a brand is quite different from merely plonking a domain on a PPC parking nameserver and waiting for the money from PPC adverts. A brand is defensible in that it is your brand and it reflects your business. It is also somewhat easier to market. A generic domain name requires a big budget to advertise it properly.