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It only takes a minute to establish if one is holding that magical key or just toying with a rusty screw-driver.

Today, in order to have a commanding presence with universal access on e-commerce, domain names must act like very special golden keys, as without them, the entire exercise of Internet-centric commerce becomes almost useless.
Super-success in cyber-branding lies in the sophisticated creation, development and ownership of these powerful and magical keys, so that they may open an undiscovered universe of billions of unknown customers around the world. Without this power and access, what's the point of being in the race for leadership and image positioning? It only takes a minute to establish if one is holding that magical key or just toying with a rusty screw-driver.

Domain management strategies have now, in fact, become ultra-sophisticated and the most valuable components of building digital branding assets and the intellectual property of any ambitious corporation. Domain names are no longer small issues to be handled by the booming logo-centric-slogan-happy-agencies or web-tech-teams.

They now demand powerful strategic, boardroom-level discussions with a commanding knowledge on global domain-registration laws and search-engine-visibility rules while capturing all other nomenclature objectives to create such golden keys.

During the dotcom boom, a million domain names were registered a day. Even the most unusual, silly and dysfunctional names were sought-after icons of get-rich-quick dreamers. Ninety-nine percent of such names failed. Exhausted or expired, these names have now disappeared. Along with them, the hundreds of millions of dollars on short lived website campaigns. But today, now fully matured in concepts and strategies, there are some very powerful universal domain names that skate around on e-commerce, open complex gates and passages and have carved powerful, highly lucrative positions. The global power of e-commerce can only be demonstrated by their superior and exclusive fluidity on the net.

Smart businesses around the world are aggressively in search of such golden keys. To approach such universal domain naming tasks starts with a serious audit to professionally measure the strengths or weaknesses of the names; this process is best served by highly objective views. The primary goal is to achieve power and access for maximum impact. Today, only the very best names will dominate the global marketplace. Weak, confusingly similar, or nearly identical names do not have a chance of surviving the power and ubiquity of e-commerce. The duplication factor alone will bury most names in complex global listings.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com