As I was riding in a taxi in London, I noticed this ad for Microsoft’s Windows Mobile:
The tagline of the campaign is “Just because you have a desk doesn’t mean you have to sit at it” and the domain name on the ad is “StartDoingMore.co.uk”. The program is using an unbranded domain name that is catchy and easy to remember; more than that, the domain name and the tagline manage to work together to convey a lifestyle (efficient, on-the-go, metropolitan). Apple, for example, has been very successful in part by selling an image along with its products and services- think of all those Apple vs. PC commercials that feature a young, relaxed Apple next to a stodgy and passé PC.
Clever approach, Microsoft! Cheers.