Video Graphic: gTLDs Reinvent Digital Brand Strategy
Posted by Jennifer Wolfe on 20th November 2012 in 360 Blog

The Internet is about to experience a paradigm shift as it explodes from 21 Top Level Domains (TLDs), largely dominated by .com, into an ever-expanding realm of thousands of generic TLDs (gTLDs).

When the next generation of the Internet launches in 2013, Chief Marketing Officers (CMOs) and their digital brand teams need to develop holistic strategies. Organizations’ digital strategies will need to evolve to evaluate which domain names they use and how they connect to social media, apps and other mobile technologies. You can no longer assume .com will be the gold standard. Brand protection must also evolve as it will be much more costly to monitor and protect brand integrity across 1,400 TLDs.

The first step in building a relevant digital brand strategy is to map your domain names and brand in the next generation of the Internet. What are your competitors doing? What are your vendors and suppliers doing? How will your customers respond? With the new gTLDs launching in 12-18 months, now is the time to brief leadership and complete your analysis. Finally, for those who applied for a gTLD, a clear brand design strategy and taxonomy structure is necessary to ensure maximum return on investment. Those who didn’t apply must assess whether or not to shift away from .com in order to secure desired Internet real estate when it becomes available. There will be a land rush just like there was for .com domains. The illustration below demonstrates that the new Internet is already in play. Will you be ready?