The Naming & Branding Manifesto

33 Got Them Domain Domination Blues.

Don’t be discouraged by the difficulty of securing a domain name, and don’t let domains dictate your choice of names. It’s far better to have a great brand name with a compound word modified domain than a weak name with an exact-match domain. Thanks to  Google and social media, your brand can be easily discovered regardless of its Web address. The brand should always have priority over the domain name; the only exception being Internet pure-play companies, where the brand and the domain are one.

See also: When Should Domain Names Match Company Names?