Including keyword on domain name or make own brand is an option of choosing domain name. Which is do you think the best?

Some people said, to including keyword on domain name is make your site SEO friendly. But for me, both of include it or making own brand will give the same result, because it's all depend on the quality of the content. Do you think so?

Just like, google, youtube, facebook, all is brand name with no keyword in it. And their are so success.