I think perhaps some of you are guilty of back to front thinking.
The idea is you build a company, brand it, and maybe build a website.
Not build a company, then buy some spurious domain name, and try to shoe-horn everything into the domain because the domain "is brandable" according to a load of ....
domainers.
I just don't get the mentality that a 3 letter domain must be worth £xxxx just because it has 3 letters and there's a limited supply of them.
WeBuyAnyCar.com have done a fantastic job of branding something that many of you would have turned your noses up at - it's FOUR WORDS FOR GODS SAKE blah blah.
Well, it's worth a boatload more that tic, tac, or toe or xjv or xyp, or phm, or any other 3 letter combo you can think of, and it's almost 4 times as long.
That's what branding means. You can't create a brand out of a spurious jumble of letters that just happen to fit into the domain name you own.
We're in the 21st Century now, but sometimes I think domainers brains haven't got any further than 1997, and it's debatable if many of them have even got that far.