Before it was all about exact match domains and still is to some extent depending on the niche. However, we building a business and a brand, you are always best to go for an interesting, catchy or unique name and that too translates to the actual domain name.
For example, I love the branding of this AU based web hosting company called Zen Hosting. They do a fantastic job when it comes to creating their own brand, it is isn’t some general domain to rank it for the keywords within.