I would have to disagree. IMO I don't feel that EMD are as powerful as they once were. OK, if you are going to use it for a term that is not very competitive then great, go for it, but if there is lots of competition I wouldn't bother.
I would suggest going down the "brand" route. Google now prefers this and has turned the boost down for EMD. Too many spammers where buying up EMD and getting them ranked at the top of the SERPs too easily.
Yes but, how likely is it for a EMD to be on the 1st page?