tedster - 7:03 pm on May 31, 2013 (gmt 0)
I'd say that an EMD doesn't need ANY special branding strategy - just what any business would do. When most people employ a strategy, they tend to overdo it. This skews their numbers for Google, because Google usually measures the average for any metric they use. If things get outside the appropriate statistical deviation for that metric, then you've created a risk of some kind of ranking demotion. So essentially, I'd say do not try to control your IBLs at all.
The EMD update was intended to remove any extra advantage that keywords in the domain name created. From what I can see, sites that have other strong signals were not usually hit. Of course, YMMV.