Whats in a name?
The importance of branding your company and trademarking it in this day and age is so fundimental considering how many investors spend hours each day just buying up domain names.
One needs to act fast when branding and buy the domain before someone else thinks of it before you, resulting in you trying to buy it off them.
Michael Cyger has written in his blog and attached some videos one of which shows how 'Mark Zuckenberg' had to buy his brand name and how 'Uber' paid $1M for their domain name.
Enjoy the read, I know I did.