When a .monster name is the better brand

Buy a .monster domain when the word you want is the brand, and the .com is unavailable or absurdly priced for the stage you are in.

The extension does a small amount of personality work. Studios, games, and product launches can use that. A regulated clinic usually should not.

Say it out loud. If you have to spell the extension twice, pick a different name.

Point the name at one clear page on day one. A new TLD on a parking template looks unfinished.