It’s just something that you don’t want to see. But sometimes, you do. Apparently.

We’ve all hit a 404 message. And we all hate them.

While they are a part of the system that makes the internet the magnificent thing that it is, it does mean something is wrong. Suddenly, your happy online experience is broken.

In this TED Talk from earlier this year, Renny Gleeson, the Global Digital Strategies Director for advertising agency Wieden+Kennedy, takes us through the case for being remarkable when it is least expected.

Some thing as simple as a customised, intriguing 404 message can actually capture the essence of your brand.

As Gleeson rightly points out, little things, when done right, actually matter.

404, the story of a page not found