ICANN GTLD: The Aftermarket Boom
Naseem Javed | June 14,2012 02:04 pm IST
What June 13th 2012 tells us? Domain name expansion is a big game changer and marketers of the world will have to come to terms with their love or hate relationship with ICANN and equally make room for domain registries, registrars and ICANN as they too will call the shots on global name branding and influencing Intellectual Property assets. The top brass of the advertising branding agencies of the world will have some explanation to do about what happened to their fear mongering and was it ever justified.
The entire corporate communications and business development practitioners will have to quickly learn all the new skills and terms of the new trade to articulate intelligently on the topic.
To cope with the new issues, a higher level of tactical education is charging towards global branding knowledge as a prerequisite to name identity domination over sleepy brands while the aftermarket boom will not only start massive domain name multiplication it will also start selective replication of new brands cascading towards glocalized customer touchpoints. The game changers have landed and here is the check list for the big key players.
The Big Name Identity Owners:
What were the main reasons for their teams to miss the gTLD train?
What will they teach their teams now and prepare them for next time?
What are the new types of marketing threats and possible safeguards?
How solid are their name identities and how are they structured for what platform?
The Dot Brand Applicants:
What progressive gTLD name branding patterns they have planned for success?
What style and shape their name identity will become down the road and why?
What level of selling and pricing structures be the right balance and why?
Will your their names grow or shrink in time and how do they prepare for name dilution?
The Dot Generic Applicants:
Whats the right price for their cherished name identity in an auction?
What is the right selling price of their sub-domain names and why?
What are the best models to create powerful generic name brands?
What are the new ways to promote generic names in trademarked world?
The Dot Destination Applicants:
When and how will this become the next big agenda item on Mayoralty election?
How will they mobilize their community to share the destination branding process?
What level of scrutiny be required to not to create their own internal trademark battles?
What are the nomenclature secrets to ensure high value of the destination brand?
The Domain Registries:
What level of marketing and name branding proficiencies are now offered by their firms?
What level of educational support they offer to ever expanding customer base?
When and how do they fully engage as name branding power brokers?
Will too many GTLDs and too many sub-domain issues confuse your marketing?
The Domain Registrars:
What level of value added services be offered to a complex aftermarket customers?
What level of corporate nomenclature issues will their frontlines be able to handle?
How far will they play on assisting name identity domination v/s cyber-squatting?
Where are new levels of profitability hidden in the aftermarket complexities?
The Global Domainers:
What are the new guidelines when domain prices become totally unpredictable?
How to create new winners and how to safeguard old established domain properties?
How to measure the impact of gTLDs on the upper end of dotcom kingdom?
What will be the new expectancies by end-users about gTLD domains and sub-brands?
The Trademark Law Firms:
How many of your big clients missed the gTLD train and why?
What level of name-centric education are you offering to the applicants and prospects?
Have they declared their position and come to terms with trademark conflicts and squatting?
Have they identified the vast aftermarket opportunities for their firms?
The Branding & Advertising Agencies
Have they decided to project positive messages with expertise on gTLD naming matters?
What can you demonstrate to align their customer base for the next round?
What level of internal education is being carried out on global naming complexities?
Have they identified the immense new business opportunities around gTLDs yet?
The Corporate World
Have they figured out what just happened and do they have qualified people to explain all this?
Are they ready to face their love or hate relationship with ICANN and its consequences?
Have they identified the internal beneficiaries of the do not rock the naming boat syndrome?
Are they aware of the name-centric applications and market domination via name identity?
The ICANN World
When million dollar operation, operate like one, when $350 million, behave like one?
How to cope with tough naming questions and keep applicants happy?
How and when to announce the next window with simplified process?
How to take charge of global confusion on Internets ownership?
Each player has to position itself with the right trajectory to capture the market, right knowledge while skilled teams would bring the biggest bang. The naming game has advanced; intellectual prowess would be more in demand than fancy decorum, global knowledge would be more critical than myopia. At the end the gTLD is all about naming and how are they stretched over the global canvass. The ICANN gTLD topic is already very complex and when aligned with marketing domination via name identity it immediately creates fire. Its also very nave to see all this from single vantage point of view and unless one forms circles of highly qualified and multidisciplinary teams with passion and empathy the topic will get stuck in rhetoric and the entanglements of half knowledge.
Discover the fastest way to become an expert on some of the key topics and assemble the right team to cover for the missing links. Address these issues in the boardroom only when certain level of knowledge base has already been passed on. Be bold enough to recognize and identify half-knowledge champions before they kindle their own bonfires. Adjust rapidly and move forward or be prepared to get pushed aside. The game changers will take over.