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I totally believe in "branding" for sites that you want to stick through bookmarks etc.
On the other hand, if you are just looking to get a tgp up for traffic purposes alone, which seems to be a trend lately, branding doesn't matter one bit - actually some of the tgps would probably prefer not to be bookmarked as they are looking at pure "newbie" traffic running through - its just a numbers game.
If you are looking to build a good base traffic through SEs, etc then branding is the second most important thing you can do for your site.
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