With the introduction of more versatile domain names, people have been utilizing subdomains and clever suffixes to create more unique domains (ie. del.icio.us.)
I've also come across others that use phrases for the domain instead of the company name (ie. freshnotcanned.com, weloveastrid.com.)
Are there any studies that show the effectiveness/pit-falls of this strategy? For example, if I'm building an application--is it worth it to find a domain name that's available, and brand that way... or stick to my idea, and find a clever domain work around?
eg. Let's say my app was named "rollo" and that rollo.com was not available. would it be better to register something like "weloverollo.com" or re-vision the name/brand to something like "rollerpal.com" (because the domain was available.)