Distinguishing Between the URL for Your Website and Your Brand

I had a conversation with someone who felt it very important to establish his organization's brand. While he was correct in this objective for the proposed website, the matter of the URL (web address or domain name) is a different story.

What do I mean?

If the brand is many words (as this person's brand is), it isn't very user friendly or search engine friendly to choose a domain name that includes only the first letter of several of the words of the brand. Neither people nor search engines ...