![]() ![]() Luckily, where there used to be scarcity in online naming (as ridiculed by SNL), there are now more than 1,000 new choices available. This has forced some business to scramble for a consolation web address, which might look like a reasonable solution on paper but winds up being long, unwieldy, difficult to say or spell, and impossible to print on business cards. Since 1999, countless companies have snapped up some of the best domain names with the usual suspects dot-com (.com) and dot-net (.net). What Is Not-Com, and What Does It Mean for Business? SNL, whether they intended it or not, predicted a transformation that is taking place on the internet right now dubbed the not-com revolution. But what’s especially cutting-edge about the SNL skit is the use of the domain extension “dot-fart”-and not just for its comedic value. Why was this skit so funny? Because clownpenis.fart is a terrible domain name for an investment company (and for most companies). SNL tapped into something quite serious with its parody advertisement: Domain names matter. That domain name? “ Clown Penis Dot Fart.” You can keep track of the latest dot brand uses at observatory.Did Saturday Night Live predict the future of the internet in 1999? Some might say they did, in a spoof commercial where Chris Parnell expresses the level of trust he places in “Dillon/Edwards,” a fictitious investment firm forced to use a ridiculous domain name because it waited too long to get on the Internet. ![]() The growing number of companies making use of their dot brands will provide further real-world evidence and inspiration for how the value of a dot brand can be realised. Nevertheless, forward-thinking brands are already looking at the opportunities a dotBrand can offer them and how it may assist them in achieving a range of business objectives. It’s safe to say that there will be progress in 2020 and we will keep you updated on it. Of course, most brands really aren’t that interested in the workings of ICANN, the global administrative body for domain names, but the work of this body will determine when and, importantly, how further dot brands can be applied for. There is a process that will be followed by the ICANN community to reach an open window for applications. Round 2 of new gTLDsĪs regular readers will know, currently there is not a definite date for the next round of new gTLDs and the opportunity to own your own dot Brand. We have already seen a number of organisations utilising their dot brands in this way, including. Consolidation under a core brandĬompanies are realising that their dot brand can be a useful tool in helping them to consolidate products and services under their core brand, assisting with reinforcing the brand in the market. Every month over a million customers arrange their travel through this dot brand supported portal, spending billions in confidence. The French national railway provider, SNCF, migrated its official on-line ticket and information portal to OUI.SNCF. com or other unrestricted TLD to direct Internet users to fraudulent or sinister content.Ī site under a dot brand domain has integrity and trust as it is under the full control of the brand. Infringers can easily register a variation of a. We’ll also see other business uses including: Transactional use sitesĬonsumers trust a site under a dot brand domain to take them to authentic goods or services. In 2020 we can expect a growing number of brands to make the full transition as confidence in the process of migrating to their dot brand increases and acceptance of the names rises. Some examples of URL shorteners we saw in 2019 include GRP.HSBC, GO.ZARA and ON.CITI. Social Mediaĭot brand domains are instinctively memorable, short and appealing, good for URL shorteners and evocative social media branding. A good example seen in 2019 was XMAS.LIDL. Ownership of the registry ensures complete control over lifespan and prevents misuse of lapsed domain names. MicrositesĪ dot brand provides freedom and flexibility to create any domain name at will, making it easy to launch campaigns with evocative and memorable domain names. For example, KPMG’s global network now operates under HOME.KPMG. COM domain now redirects to the new dot brand website. LECLERC, joining the small but growing number of registries who have migrated their primary corporate website (from a. Key dot brand standouts from 2019 Full MigrationsĢ019 saw some significant migrations like. 2020 will see further use cases which extend use and further progress with round 2. 2019 has seen continued steady growth in activity from those who applied in the first round. ![]() It’s now seven years since ICANN opened the door to brands who wanted to own their own space on the Internet with a dot Brand. ![]()
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