Fact-1: Exact Match Domains are scrutinized closely. If deemed shallow, will be a victim of EMD update. This necessitates a strategy, exclusive to EMDs.
Fact-2: Google loves brands. They may say otherwise, or some of you may, but I have seen a gradual move towards bigger brands occupying SERPs. There are crap, spammy sites, yet, love for brands is quite apparent.
Now, how do we evolve branding strategy for EMDs? If consistent use of brand name in the IBL anchors is a cue for a brand, then how should an EMD go about it?
1. Just use verypopularkeyword.com as the anchor?
2. Use "Very Popular Keyword" as the anchor?
3. Use an entirely name for the website (Company Name) and use that as the anchor?