Choose a gTLD for Love or for Added Value?
The decision to bid for a new gTLD can be driven by reason or by love. Either the applicant practices strategic and financial valuation, or the applicant falls for an idea implicit in the gTLD. The second group had better be very lucky or have some motivation besides profit. They enjoy little chance of economic viability. Worse, they follow up their poor initial selection with similar bad calls about their marketing message. They listen to their hearts, and their hearts keep making things worse. This essay outlines situations that enforce this kind of thinking: the self-referential kind, where self preferences take the place of analytics. (March 3, 2015)
Don’t Confuse Brand and Category-Label new gTLDs
The domain name industry gets brand and label confused. A brand sums up what makes a company unique to its customers. A label tells what category a company goes in; it sums up what the product has in common with other products of that type. Sedan and SUV are category labels; Volvo is a brand, one that means safety to customers.
(March 11, 2015)
More Evidence Why Doing Good Pays Off and Love Doesn't
The new gTLDs program can't succeed unless two things happen. The approved registries must do good, and ICANN must weed out applicants who are in love. This is to say that registries should put users’ good first, and applicants shouldn’t get the nod unless their motive is economic and/or social viability. (February 26, 2015)
No Easy Solutions to TLD Branding and Labeling
The introduction of unlimited numbers of new generic Top-Level Domains (gTLDs) has increased customer and company confusion about the role of brand names and their product labels, as noted in an earlier post. This essay outlines the various possible scenarios for coupling TLD branding and labeling, and it explains why duplicating the benefits of branding under.com may be difficult. (March 18, 2015)
We Need a Focused, Cooperative Strategy for Marketing New
This essay discusses recent findings on the difficulty of overcoming decision bias, and it argues that this factor, when combined with a diverse and fragmented demand for new gTLDs, makes a focused marketing strategy crucial to the success of the program. In addition, success requires cooperation among registries and resellers when it comes to sales and marketing. Impulse buying aside, a product’s sales are driven by the product's utility, which is why some professionals believe that the main objective of marketing is to create awareness of a product’s utility (April 10, 2015)