Global Branding Ultimatum 2012

Naseem Javed | April 09,2012 10:26 am IST

Why is Facebook on its way to become a $100 billion dollar enterprise? Because, the corporate world is very comfortable with predictability driven marketing surrounded by search based social mediums expects click based returns on investments and believes in 247/365 multidirectional expansion while rest of the world loves the freedom to engage online.


With 2 billion online users, business and social lifestyle altering tools like, Facebook with 800 million users or YouTube with localized operations in 25 countries across 43 languages creating 3 billion views per day are creating hyper accelerated global image shifts.

People around the world are bonding at a rate faster than ever in history.

APRIL 30th 2012: A Historic Date

On April 30th 2012, ICANN, the Internet Authority, will announce the most expected list of 1000-2000 gTLD designer domain names that have been applied for a cost on average of a million dollars each.


The advertising agencies of the world, from the beginning of the announcement in June 2012 launched a vicious attack against the gTLDs. Were they right? Yes. This advancement of domain name expansion seriously hurts the existing major brands, as most of their names are not stretchable on the global canvass. Why dont they see this as a great opportunity for new business development and adjust their clients name portfolios? Partially due to the lack of understanding of global naming complexities amongst their cadre, and the realization of the shift of power from highly creative camps to domain name registries, registrars and trademark administration under the umbrella of domination via name identity.



This combined action moves the cheese from logo-slogan branding centricity to corporate nomenclature accuracy and digital finesse. However, smart creative houses are slowly embracing this global image shift in stride and becoming more digitized and have started respecting the new procedures. Beyond April 2012, they will have to prove to their clients their reformed understanding and move forward with solid workable strategies. To cope with such dramatic changes The Branding Ultimatum event is taking place in Toronto

However, two schools of thought are emerging; firstly, is too much overflow of online traffic will confuse the end users and alter the Internet experience? Secondly, are we about to enter a brand new age of the internet; creating new experiences, complex, yet free, secure, yet fully exposing our lives, simple and transactional, yet influencing our purchasing decisions and finally filled with brandable opportunities at every click along the way?


The Three Options:

1- Do nothing: The ICANN gTLD name application window is now closed and will remain shuttered for the next several years. This program was in the making for a decade and was announced with global fanfare four years ago, while a full speed go-ahead was given six months ago. For whatever reason, if you are mistakenly left out, you may have to face some serious internal discussions.



2-Just wait: The name application process is very intricate, yet very simple. If you use this waiting period that spans few years, and prepare for the next round, you may acquire some very deep insight not only about the advanced level cyber name games, but also discover some hidden brand naming problems in need of serious answers.


3- Simply watch: Observe the competition and see if they take off or crash. Either way, as spectators, you have some advantages. Enjoy the show and get ready to cheer or jeer. The fact that the world has changed and the global domain name expansion has brought us to a new age internet that demands a new sets of skills and understanding to drive global marketing and branding.



Those who wish to become thoroughly familiar with the new battlefield must study the subject in-depth. Half knowledge is the worst kind of knowledge. Most of the basic starting information is easily available on the Internet.






Naseem Javed author of Image Supremacy is a world recognized authority on global naming and brand name identities complexities and expert on ICANN gTLD dot name global cyber branding affairs. He is founder of ABC Namebank, ...