There are quite a few successful brands that simply use a dictionary word for branding. When a company builds its brand around a popular keyword, I always recommend getting the brand match .com domain name. The downside to branding on a generic term, especially when the brand match .com domain name is not owned by the company, is the potential for confusion.
I want to illustrate this with a pair of TechCrunch tweets from today and yesterday. The tweets link to articles about companies that use the generic term “Frame” in their branding and announced that they raised outside capital: