Disruptive Innovation in TLDs
Posted by Jennifer Wolfe on 01st August 2012 in 360 Blog
 We’ve been covering the strategies we anticipate brands to use in launching their new top level domains. Today, I’d like to focus on the applicants that look like they are open to disruptive innovation. Disruptive innovation can occur in any top level domain, but thinking creatively about a unique approach to the internet and top level domains took some visionary thinking by a few brands I’d like to feature today.

Heinz applied for .ketchup. Johnson & Johnson applied for .baby. L’Oreal applied for .beauty, .hair, .makeup, .salon, .skin. Microsoft applied for .live, .skydrive and .docs. Bridgestone for .tires, Chrysler for .uconnect, Safeway for .grocery and .just4u and Walmart for .george. What will they do? What I hope they do is embrace the philosophy of disruptive innovation. And, what’s most important about disruptive innovation? That the leadership of these companies gives their people the ability to throw out every assumption they have and rebuild the business model. Just as .coms create new business models in online sales and distribution the Amazon way, to social media and user generated content on You Tube, Facebook, Twitter, Pinterest and the like.

These business models didn’t exist 10 years ago. We’ll see how the innovators I mentioned to at finding these new business models, but for all companies out there – this is the time to start thinking. There are 900+ generics – all available as a catalyst for disruptive thinking – what could you do? I’ll continue to update you on likely digital strategies in the new top level domain environment. I look forward to talking with you next time.