There has been a lot of ink spilled over the merits of investing in a .com or .net domain. However, this article takes a different look at top-level-domain (TLD) options and suggests that investing in some other root domains can help control your brand message across different channels.
Having a .help or .support could make a lot of sense. I also like the idea of .smile for special offers too. Similarly, getting a .so for social sharing can mean that users remain on your brand message across all platforms.
The full list of supported TLDs is here: some of them are quite unexpected.
.weir anybody? Anybody?
From generic extensions like .help and .link to targeted extensions like .movie and .style, brands may do well to remember they often have the power to control anything left of the dot.