A thread over at HighRankings inspired this post. The thread was about how a company's name is very generic, in this case the company name is "Don Better Audio", and the company currently ranks # 4 for that keyword phrase.
Often you find domain names with very generic keywords in them, such as "High Rankings". Many SEOs go this route in order to ensure people link to their pages with the keyword text of their choice, in Jill Whalen's case "High Rankings". And Jill does rank in the number one position for High Rankings.
But if your not a professional SEO, or you do not know much about link building, like in the Don Better Audio case, you will not rank #1. Why? Because Jill (SEOs) are smart, they are proactive in obtaining links, either by writing articles, speaking, starting a forum and the like. Don Better Audio and non-SEOs do not do these things. They might throw up a 10 page Web site to talk about the company and possibly submit to DMOZ and Yahoo's Directory but that is it.
My point? Well there is not win-win solution here. If you do not know about SEO and you have a generic name as your brand, then you probably won't rank well for your own name. If you do know about SEO, then great but only those who have these issues either don't know about it or don't know how to solve it. Kind of circular logic here, sorry.