.YourBrand Now!
Alex
Tajirian
November 1, 2010
The time is now to make sure your
brand makes it onto the list of new top-level domain names.
Brand owners should immediately
start re-enforcing your brands by promoting “.Your Brand”
as a top-level domain (TLD) extension. You must implement the
strategy through a two-stage process: free ride on pre-launch
discussions and submit your application request with ICANN during
the application period.
Talk up “.YourBrand”
as a TLD extension by free riding on conferences and blog discussions,
and make sure you’re included on informational sites that
list potential applicants for the expected launch of new
TLDs. By doing all this, you are sending a signal
that you listen to your customers, that you are an early adopter
of technology, and that you are proactive.
Meanwhile, get ready to submit
your request for a “.YourBrand” when ICANN begins
its application period. Remember that being approved for the TLD
does not obligate you to use it in branding. Your final branding
decision should be based on additional information that becomes
available over time. But TLD status of your brand name grants
you a valuable option. For example, when other brand owners, especially
competitors, start using dot-brand as a marketing tool, it puts
pressure on you to do so too. Without a successful TLD application,
you won’t be ready with the tool you need to reinforce your
brand. Instead you’ll have to wait at least a year before
the second round of new TLDs is launched.
I am advocating a branding
strategy for the to be launched new TLD extensions that is
independent of the viability of defensive domain name
registrations to protect your brand names. As with new generic
TLD applicants, you
must start your marketing campaign now.