Emergence of 100,000 Global dot Brands
Naseem Javed | March 09,2012 10:55 am IST
ICANN has just indicated that there are now 167 registered gTLD applicants each allowed to file up to 50 separate dot brand name applications. Would this add up to just 167 or 167 X 50 = 8350 gTLDs? If in this round there were only few successes with brilliant strategies, the global demand will multiply many folds to fill each vertical market.
With 5 million well to do businesses around the world seeking higher visibility will open the floodgate. Currently, there are some very smart people, with smart monies, playing some very smart games. The real curtain will rise on May 1st 2012 when the list of applied names will be announced. What part of this story is so upsetting to the branding and advertising agencies of the world? What part of this intricate process missing in the knowledge base amidst the worlds top CMOs and MBA faculties of the world? Why global trademark professionals are opposing on one side while getting ready for a great surge in their business. Who is right and who is wrong will have to be sorted out very soon. In any way, if the first round proves any success then the following rounds would be even far greater surprises.
Imagine. Suddenly its 2020, and ICANN has just opened its 10th window for gTLD applications. A fast and streamlined operation starts churning the new gTLD brands with fascinating ease. The global markets learn how to harness the gTLD powers to dominate the markets by workable name identities for one single universal cyber platform. There world starts to getting used to 100,000 new gTLDs.
The dot brand scenario:
The most aggressive national brands of the world have acquired dot brand gTLDs to make their name identity expansion more easily workable in expanding markets. The closed and controlled dot brand domain name identity has proven to be a better customer service feature and a weapon against cyber-squatting. Mega global brands also acquired dot brand gTLDs to fortify their current name brands and join the exclusive global dot brand club.
There is a massive indoctrination of a new age internet. It is surrounded by constellations of inner-circles of extreme social media networks, where one can easily identify topics ranging from who is sneezing and who is coughing to who will buy today and who will buy tomorrow. This makes global pulses of social and corporate communication a highly predictable fiscally sound experience.
The Internet, ever so fluid and free platform, has become the worlds most intricate structure. It is performing as a massive circulatory system keeping the world economically alive. The brand marketing intelligencia of the world has absorbed the technological punches and fully indoctrinated with new age marketing mentality. The trademark and advertising professions now creating more stretchable global protection umbrellas with better naming handles.
The resistance to gTLD change about all is but over. In hindsight, at the dawn of Internet, it was the lack of any high level discussion on the global naming complexities that created the accidental napkin solution resulting in the initial top five gTLDs, .com, .net, .edu, .gov. .mil etc. The irrational exuberance and frenzy of technological breakthroughs of the period precluded any intellectual discussions of global name identity expansion. Further experiments with gTLD expansion were never based on global naming complexities rather shortsighted business models based on isolated single name identity exploitation, hence, most performed very sluggishly.
The open, unlimited gTLD platform has provided a mature tool for serious players, a fair platform for fair play. Those who have the right names and understand the global naming landscape have the most to win. The days of cheap and accidental naming are from the bygone era.
What did the maturity of the Internet teach the corporate world? Firstly, the power of names and how it isolates success or failure, secondly, the indexing of names and how it drives clicks or re-directs search traffic to competitors, thirdly, the dilution of names and how it creates aftermarket trademark chaos and lastly the global appetite for names that drives hunger for visibility and creates perpetual needs for name identity domination. The golden key to the Internet has always been the domain name. Without it, the Internet is utterly useless, or simply put no-domain means no-web period.
When there are five billion online users and most have a website, domain names create the worlds largest and only cluster of name-indexes and hierarchies where nomenclature management becomes the single most important issue to achieve desired visibility for image expansion.
The destination brand scenario:
Many thousands of destinations are now convenient cyber labels of destination brands just think of a location and the dot destination will open up a floodgate of options. The mayoralty builds clicks, hits, and page views as major election campaign platforms. The local communities take great joy and pride in global interactions and for being under the global spotlight.
The generic brand scenario:
There are generic dot brands, dictionary words acting as no-name brands for just about each and every item of global consumption. They cover all levels of society; basic needs to luxury and class, from basement bargains to penthouses and private jets, with round the clock services they provide global accessibility to amazing cyber bazaars of both price sensitive commoditized or value added branded consumption.
The mobile and social media culture, the eruption of desktop computing created the global demands for ergonomic computer desk, office furniture now replaced by multi pocket outwear stuffed with mobile devices. The digitally armed, free-roaming nomads, thinkers and revolutionaries living off free Apps and high on almost-free-deals options, social chatting to death. The new world of connected populous claiming to be member of the global social clubs where spoken words are free but accumulated opinions become huge fortunes as they direct global consumption or become regime-altering forces.
The old mentality branding marketing agencies, the power groups against the free and perpetual flow of public opinion, the last century bastion of protective mentality and corporate bureaucracy. The old business models, refusing to park themselves in the public museums, while sucking on the tired old and impaired economic structures of the world. The highly tenured but disconnected academia faculties from the educational-industrial-complexes where their own lack of combative experiences numbs them to pick up arms against the charge from their own heavily indebted students.