The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Prepare for a messy new world of domain names. ICANN, the little-known organization that oversees the Internet, plans to start selling the rights to anything from dot-soup to dot-nuts – a potentially unlimited number of customized new domain suffixes to compete with dot-com, dot-net, and all the other “dots” available.
Industry observers say those domains are likely to take their names from popular subjects, types of businesses, physical locations or even brand names. In other words, get ready for dot-bank, dot-airline, dot-pepsi or dot-whatever.
Companies naturally fear that if they don’t register their trademarks at the new domains, their trusted brand names could get scammed, hijacked or even held for ransom. For instance, as the Wall Street Journal reported, Marriott is said to be considering such new domains as Marriott.travel or Marriott.vacations or Marriott.nyc.
A spokesperson for the Internet Corp. for Assigned Names & Numbers (ICANN) says it has already spent $10 million on software that will spot cyber-squatters trying to grab desirable names and ransom them to real trademark holders. How secure is that software? Will it work? No one knows, yet.
According to Greg Tarallo, of netStride Internet Solutions, a Philadelphia-based web development and web marketing company, ICANN has devised a process for handling the registration process. “It’s very similar to the process you go through to register a trademark for a name,” says Tarallo. “There’s an application process, a formal objection period, a dispute resolution process, and finally the outcome – either the applicant or the objector prevails.”
Even so, a well-known brand name could wind up with thousands of variations of its domain name, at steeply rising costs for filing, maintenance and watchfulness. There are already some 150 million domain names registered around the globe. Dot-com and dot-net registrations are very affordable. Some of the specialty domains are very expensive.
In total, there are currently 21 so-called “top-level” domains, starting with dot-com and extending through dot-info and dot-biz. (Countries have their own domains, such as dot-bo for Bolivia or dot-de for Germany.)
Then again, this whole new scheme could fizzle.
Relatively new domains such as dot-biz and dot-info have never gotten much traction. Most serious players want to play in the big leagues, and that means a dot-com or dot-net name. As the head of Internet operations at a major insurance company put it, “It’s difficult enough to get consumers to visit any domain name that doesn’t end with dot-com.”
So the free market may yet decide. Stay tuned.
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