Source: Wednesday, June 8th, 2011
.Branding: It's the End of the .com World as We Know It
A new era in Internet policy begins June 20th. That's when brands begin moving to the right of dot com, when the Internet Corporation for Assigned Names and Numbers (ICANN), officially announces the next evolution of domain names.
On that day, ICANN will open the application process for between 400 and 2,000 new top-level domain (TLD) extensions in keywords (like .sport and .law), cities (like .NYC) and brands (like .MTV), in a move that has been in the works since 2004.
Moving beyond .com, .net, .org., .edu and country codes, individuals and organizations will have much greater room for imaginative, representative addresses.
Ben Crawford, CEO of the U.K.-based domain registry, has been giving a "use it or lose it" message to companies to acquire extensions…or else. So far, companies like Canon, Hitachi, Unicef, and Deloitte say they’ll do so, as well as the cities of Paris and New York, and the League of Arab States, which will be grabbing .Arab.
"If I were CMO of, say, MTV, with thousands of websites, I can unify them under .MTV, under one family. It helps me build my umbrella brand off of the back of consumer brands people are familiar with, like JerseyShore.MTV," commented Crawford to MediaPost. "If you are Barclays, it's as easy as telling consumers that 'it's only Barclays if it says .barclays.'"
The TLD extensions deter counterfeiters, phishers, and scammers, particularly volatile in luxury brands where millions are spent by knock-off players with false pitches to consumers.
Domains like .com and .net, with no value-add, will be replaced with addresses that hold information, such as .xxx for adult content or.music, and locally focused sites will use their city TLD, cultures a community TLD, and businesses their industry TLD, .law, or their own .brands.
"Regardless of its impact on accessing or suppressing adult content online, .xxx is poised to be the extension that incites 1,000 new top-level domains, and now is the time to prepare for the impending Internet revolution," blogs Crawford.
What a difference a .dot makes. The IPocalypse may turn out to be redemptive after all.
get the .brand buzz...
Etisalat secures top-level domain - TradeArabia.com
CentralNic Powers First New Top-Level Domains Announced by ICANN - CircleId.com
Expert view: Gavin Brown - dotnxt.com
New domain names to break grip of tech giants
The End of the Dot-Com Era? - cnbc.com
Dot-anything Web domain costs big .$$$ - cnn.com
ICANN's Domain Expansion: Why .Metallica Makes Sense - blog.forbes.com
Your .brand gTLD: hopeful registry partners go into marketing overdrive - worldtrademarkreview.com
How companies are coping with gTLD applications - managingip.com
DotBrand Solutions launches in the Middle East
DotBrand Solutions in Germany
How ICANN's Approval of New Domains Will Change the Web - mashable.com
Analysis: New Internet rules will spawn battle for "dots" - reuters.com
Forget .com, here's .coke - money.cnn.com
Experts clash on benefits of owning and managing .brand domains - v3.co.uk
Site Name Broker Preparing for Suffix Explosion
Hundreds of dot-brand domains predicted - theregister.com
New '.music' web domain worries recording industry - politico.com
Marketers debate usefulness of ICANN's new domain names - btobonline.com
Drinks firms could profit from internet expansion - just-drinks.com
ICANN Approves Custom Generic Top Level Domains - eweek.com
ICANN approves top level domain name changes - upi.com
ICANN Approves Generic Top Level Domains - enterprisenetworkingplanet.com
Here come the domains - bizmology.com
Goodbye .Com, Hello .Anything - portfolio.com
ICANN Vanity Domains: A Caution for Midmarket Firms - internetevolution.com
Top-Level Domains Will Help Web Growth & Reach - yousaytoo.com
.Branding: It's the End of the .com World as We Know It - brandchannel.com
Dot-Brand: Get those applications ready - mediapost.com
Money Radio 1510 Interviews Ben Crawford - New gTLDs: A New Era for Brands on the Internet
Are You Ready for .anything? Generic Internet Domains on the Way - pcmag.com
Ben Crawford: Why Trademark Owners Are Acquiring Their .Brand TLDs "Defensively" - blog.ud.com
A New Era for Internet Domains: Why .XXX Is Just the Beginning - mashable.com
Squawk On The Street: Has The Internet Out Grown .Com? - thedomains.com
The Big Bang in Domain Names Is Coming - The CMO Site
Here Come the .Brand Top Level Domain Names - Domain Name Wire
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