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.
So you want to register a domain name – let’s call it “www.smith.com” – but that URL is already taken.
No surprise. More than 225 million domain names are registered worldwide, according to Verisign. (That’s something in the range of 30 times the number of existing trademarks.)
So, what should a marketer do? Let’s work from three assumptions: First, you want the status of a dot-com and won’t be happy with a lesser billing. Second, you’re unable (or unwilling) to change the “Smith.” Three, you’ve explored the purchase of the existing domain, but it’s either too expensive or too time-consuming a process.
- Expand the company name. Consider SmithCorp.com or SmithLLC.com. Or consider telling more: SmithTechnologies.com or SmithVentures.com.
- Expand the product or brand name by adding the specific: SmithCoffee.com or SmithOptics.com. (This should also boost your search optimization.)
- Wave the flag. You should be proud to be identified as SmithAmerica.com or SmithUSA.com.
- Go bigger. Consider SmithInternational.com or (using the common abbreviation) SmithIntl.com. Bigger yet: SmithUniversal.com.
- Urge action. Following the lead of the direct-response crowd, consider GoSmith.com or TrySmith.com.
- Underscore immediacy. SmithToday.com might work.
- Be irreverent. With a nod to college rah-rah: WeAreSmith.com.
Join us at The Un-Conference: 360° of Brand Strategy for a Changing World
Featuring John Sculley May 16-17, 2013 in San Diego, California
A unique, competitive-learning workshop limited to 100 participants
As in Your marketplace — some will win, some will lose, All will learn