As my colleague Carolyn Duffy Marsan points out, you have to assess your brand and determine whether it warrants applying for a gTLD. In addition, carefully monitor what new gTLDs are spawned and make sure that your company's brand is not endangered by them. The new domains may necessitate adding to your current domain stockpile. As this involves legal bills, registration fees and other expenses, you'll want to carefully evaluate the need to own every domain associated with your brand.