The .ORG TLD is one of the originals. Primarily though of as a non-profit or organizational type domain, it is actually available to everyone. From the domainer's prospective, it is less desirable than a .COM, but does have its place. There are certain terms that fit well with a .ORG, especially if they seem to fit the common interest of the public. Wikipedia, for example, uses wikipedia.org. In fact, wikipedia.com redirects to wikipedia.org, the opposite of what a similar domain in the business community might do.
Today, Public Interest Registry, the official manager of .ORG, announced it has hired Allison & Partners as its public relations agency of record. The goal is to "raise brand awareness of the .ORG domain, educating the technology, non-profit and business communities about the benefits of the .ORG domain and addressing common misperceptions," as outlined in a recent press release.
It sounds like there is a rebranding effort on the horizon for the .ORG which I think is positive for the industry. With new TLDs being introduce and sometimes failing, I find it refreshing that the .ORG may work its way up the ranks a bit with a new image. It won't be easy to change the perception of .ORG, although it is not necessarily a bad one. It's just difficult change the way we see things. That's part of the reason .com is still the best TLD to own, in most cases.