Would you build a brand today without owning the exact-match domain? (2.Viewing)

Today, we see successful companies using modified names, different extensions, or even relying more on apps and platforms than their main domain.

If you were launching a serious brand today, not just a hobby project, would you move forward without owning the exact-match domain?

In the area I live in some of the businesses chose made up names just so they could have the exact match domain. I remember when Clarica insurance was chosen as a new name for an insurance company and I thought it was weird until I realized in was a brandable.

NiceNIC said:

If you were launching a serious brand today, not just a hobby project, would you move forward without owning the exact-match domain?

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I would jump on the ccTLD if I was brick and mortar but chances of getting a .com would be slim.