What's your take on domains for branding?

Allow me to explain, I have been working on a web application for quite some time now and we are almost ready to launch. We had an issue with the name and decided to change it. My question is, what is your take on using a two letter tld simply for its branding usage.

How would this work for branding?

In a world of .coms, .nets, and .orgs...people have rarely heard of domains like .me or .pl or .so
If you buy one of those domains and use it for your site..and then in the marketing you take advantage of the two letters to add it into your branding.

For example:

Lets say you have hte domain "invite.so" and that is your website..in your marketing you can use the domain in one color and then add the rest of a word to the end of the .so to finish it off.
so invite.so would be invite.someone or something else like that..do you get what i mean?

Why do i think this is great?

Well for one thing, people aren't used to the domain..they are used to .com, they are used to .net, but a .so or a .pl or whatever else is not something you see often and if you make sure to include it as a part of the name, it would stick in their minds just for being different.

The two letters also gives you the ability to spell out simple words that relate to your site's purpose and use it in your marketing efforts to further get your message to stick.


What are YOUR thoughts? Have you used this yourself?

This is something that I will be actively using in my marketing efforts for this application and i'd love any advice if anyone has any..or if you'd just like to hear back from me on how it goes that's cool too


All the best
Gregg