the value in the brandable name (IMO) is so you can build a company with a unique name people will recognise and remember. Search engines based their results on the content, ranking and popularity of a site. 3 things to remember about people;
Poor memories - so keep the name short and simple (easy to remember)
Lazy - people don't want to type in long tailed names over and over again to get back to your site.
Aren't always the best spellers - keep the name easy to spell (unless its really short 3-5 L's)