This week, the Internet Corporation for Assigned Names and Numbers (ICANN) opened the application window for its new generic Top-Level Domains (gTLD) program. The potential will exist for companies to set aside or supplement their use of the more familiar top-level domain extensions, such as .com and .org, with ".itsbrandname".
While ICANN speaks of this expansion of the domain name system (DNS) as changing the Internet forever, the process to obtain a new gTLD is expensive, risky and puts brands into the domain registry business. Of course, there will be those who will attempt to leverage the process to the detriment of others.
Jeffrey Braverman, Chief Nut of Nuts.com, took a serious look at the value of gTLD ".nuts", but decided not to apply. The reasons for his decision can inform other brands of the issues and risks of either applying for a generic TLD or waiting for the dust to settle and potentially be dependent on others to take advantage of DNS expansion.
Has your brand chosen to apply for a gTLD? If not, are you concerned you may have to negotiate with someone who has in order to maintain your brand's identity?
Links for more info on generic top-level domains:
ICANN is obviously a great source of infomation, including a library of videos and multilingual white papers. I found this piece on Benefits and Risks of Operating a New gTLD particularly useful.
This post by Esther Dyson is both critical and insightful.
This convo is sponsored by:
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue's Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
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Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers integrated social, digital and linear media solutions. Join his conversations on Twitter and Google +.
