You'd think "a word distinctive enough to be a good search term" would be high up on the list of "essential properties for a successful brand". Though somehow a

You'd think "a word distinctive enough to be a good search term" would be high up on the list of "essential properties for a successful brand". Though somehow a Google search for just "X" does at least have some hits for the brand in question. Vs "twitter", where all of the hits are (still) for the brand formerly known as...