How do you think about the domain names you own?
Many marketers see domain names as a necessary evil - something that gets in the way of the rest of a creative layout. Others see using domains as part of a defensive strategy - necessary to combat typosquatting and other forms of DNS trickery (e.g. amazom.com or untied.com).
Sometimes the offense is limited - a vanity URL is purchased to support an ad campaign, then dropped once the season is over and the registration expires. The problem - social computing technologies enable consumers to publish and drive traffic to sites long after a campaign expires - and search results will persist as well. For example, consider Burger King's buzzed-about Coq Roq campaign - still being blogged about, but the site itself is defunct. Think about the missed opportunity!
Are you using domains for both defense and offense?