CNN had some trouble posting links on Twitter.  Several of the links in their feed, links that were attached to great news headlines, were broken.  They finally fixed it by using bit.ly, but MG Siegler makes a great point:

Why does CNN, which has a natural URL that is already very short, not just make its own short URLs? That way it could also guarantee they will work if a service like Bit.ly goes down.

Seems like a better idea for your brand to use your own service with such a short name.  Surely the guys in charge of their website can put something like that out pretty simply…