I just had a dialogue with a friend who is involved in BrandBucket.com so I checked out their site. Working for 101domain.com, I have seen a lot of great brandables come to life. I often have to explain the pros and cons of generic domain names vs. brandable domain names. I like the video they made that makes the case for unique, brandable, website names.
Many startups and companies use ccTLDs to form brandable domain names. I don’t know when this trend began but suspect it started with Bit.ly (even though now they own the bitly.com version as well). Enjoy the video, it’s pretty cool and helpful to a new business trying to decide on a unique name.