I took part in an interesting discussion today regarding how much effort and resource organizations should put toward developing and "owning" unique creative terms. Every marketer wants to be the Jerry Maguire that is associated with "show me the money," but the internet rewards the common and most commonly searched terms: "images of money?"

Of course, this is just another question in the ongoing debate between the more creative elements of marketing organizations and those that are more process oriented. But it does make you wonder if United Airlines would be happier being associated with the "friendly skies" or "cheap Florida vacations."  The former is a more memorable, longer lasting marketing asset, but the latter is more tangibly associated with current revenue--as long as the SEO budget remains strong, that is.