I’ve been getting a lot of laughs out the fact that my Twitter page is the 2nd overall result on Google for the simple word ‘dough.’ While the Google juice is meaningless, it does underscore the way words can become attached to identity. Forcing a word (Gischeleman, the original name for my blog), no matter how much it meant to me, didn’t work nearly as well as letting my user ID take over organically. OK, it spells a word, but still. Do have words that attach to your identity and help it? How and why?