The Best TLD

If you are a Juggernaut in the world of work with a large budget, the answer is "dot-com (. Com). If you're a smalltime business struggling for placement search engines, the answer is still dot - com. 

People disagree on the value of a dot-com TLD. Some argue that the dot-com has no particular value in the search engines, which may be true. 

However, the fact is that if you have not already burned your mark on the collective consciousness of the planet, dot-com makes you easier to remember. If you give the dot-com (which are more difficult to obtain), then in some dark place inside, people remember that "hard to remember that the URL ends with something that is not dot-com . What is worse, if you select a memorable domain name ending in dot-net, we have, or (God forbid)-TV, some of its traffic in order for the competitor who hooked his dot-com version area. 

Well, that is constant. Now for the controversial stuff. What is the best: the keyword "domain, or" genius of creativity, and snappy Brandable domain?