- by Stuart Fuller, Head of Brand Services -
Since the new gTLD application window closed in 2012, there have been over 75 DotBrands terminated by their owners, with the latest one being DotJCP, which was owned by Texas-based JCP Media Inc. They join an illustrious list of organisations who have terminated their DotBrand applications including Hilton International, Intel, McDonalds, Ladbrokes and Telefonica – all global brands, who will have strategic marketing plans to address their digital channels. Whilst some such as DotBond, DotMonster and DotBaby have been repurposed as generic TLDs, most will never see the light of day again.
Each applicant back in 2012 had very clear reasons for applying for a DotBrand, the core reason for most was the protection of their brand name in the competitive digital environment. If anything, that landscape has got more competitive and any advantage a brand has today needs to be furiously defended. Those organization that did apply for their own DotBrand ultimately have a unique asset over many of their competitive peers but only if they choose to use it.
The key benefits that a DotBrand delivers to an organization are the same today as they were nearly ten years ago. Whilst the risks and rewards of being present online have evolved, with more and more consumers joining the world wide web on a daily basis, the constant for brand holders is the need to provide a secure and stable environment for their customers today and tomorrow. Each stakeholder within the organization has own priorities from the DotBrand, which include:
These defining reasons are not only important for existing DotBrand holders but are also important for future applicants who sooner rather than later need to consider whether they will see a return on investment in applying for and adopting a DotBrand for their organization. In fact, some organizations have already started their next generation digital strategy by engaging with organizations such as BrandShelter and their DotBrand Solutions consultancy to create the digital brand objectives that a DotBrand can deliver across the whole organization.
Over the next few weeks, we will explore the reasons in more detail and outline what steps any potential applicant should be considering today with our DotBrand Solutions experts.
Coming next – The DotBrand advantage: How brand holders can create a better user experience for their customers.