There is an interesting article written about a recent study performed by the newly acquired Microsoft company aQuantive:  http://www.imediaconnection.com/news/16340.asp

 Another researched study released that further quantifies the amount of wasted marketing resources being allocated by companies on PPC.  If companies embrace a properly executed Organic or "Free" search engine marketing campaign, they should be ranking for Branded Keywords naturally rather than be constantly feeding the poker machine PPC one armed bandit that doesn't provide any real ROI.

This is very interesting since most companies that come to us want to target their Company Name, taglines, and branded concepts as part of their organic campaign.

 We will have to keep an eye on the Pay Per Click area of searches to see if companies begin to remove the branded keywords from this side of searches based on this information.