This is a business strategy question. I am working on a new project. I purchased the domain I plan to use and it is basically an "exact match" domain for an innovative new service/product. As far as I know I have the first mover advantage in this space, but I haven't brought my product to market. I fear that showing content, on the domain may alert others of the concept and as a result I could face competition. By content I mean simply taking ownership by displaying branding, and message like under construction.

The domain name could be used for a pivoted concept. The pivoted concept is more "naive" and likely more complex to execute. One idea would be to show a page leading users to believe that the site will be for the pivoted concept. But I fear that Google will make that association between my domain and the pivoted concept. Then when I am ready launch I may have to fight against Google's long memory. The domain name will be my brand (I should probably consider trademarking it).

The simplest would be to leave the domain parked. The .com version is parked and has been for a while.

The options as I see it:
1- Brand it, and don't worry. Maybe I'll get some interest from potential customers
2- Smoke and mirrors - show a different concepts.
3- Do nothing - leave it parked.