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Marketing Management | "Why Washington Must Face New-Cyber-Name-Economy?"

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Why Washington Must Face New-Cyber-Name-Economy?

by Naseem Javed *

Page - 1

The serious objections by US Department of Commerce to ICANN's new policies - www.icann.org - on creating unlimited domain suffixes are primarily based on old domain name thinking and continued fear of losing control of Internet. The comments lack
serious knowledge of global business naming problems surrounded by international demands of multiple-cyber-branding platforms now impacting 99% of buyers and sellers worldwide. Businesses need to create global name brands for the new world with great speed and minimal costs, and this time Washington could lead this charge or risk losing support to control the Internet.

The proposed ICANN plan offers a brand new superior device to fit new platforms and technologically advanced solutions amidst global image and name identities positioning. Here are the three key facts: -

The Nomenclature Issues

Today, 95% of the business names identities all over the world are collapsing for being either too similar or identical. They are often highly-diluted, dictionary, geographic, family or generic names, and despite combined worldwide advertising expenditures of a billion dollar per day, these identities are only gasping for constant oxygen but will never achieve stardom.

The proposed domain is not just a suffix, rather a brand new type of domain, it's a name without a suffix and far too superior in its cyber-branding applications, and as such should not even be called a gtld. It offers the fastest and cheapest mechanism to create a new layer of cyber-brand with global visibility with protection; upon approval, the applicant will exclusively acquire a one of a kind intellectual asset of a cyber name identity, and play on global e-commerce. Based on rules of trade-marking, the name identity will not be confused as someone else's name brand and equally will be protected from any one else using that name brand. The application process under trade-mark rules will not grant confusingly similar suffixes 'bank' or 'banking' and the same suffix will be 100% owned and controlled by its owner eliminating cyber-squatting by others. ICANN is like creating a wheel while businesses will have to think in terms of bicycles and cars.

Based on study by ABC Namebank, there will be some 100,000 business names worldwide that will have to respond, by evaluating, modifying and applying to create new interactions. They will need all this re-branding to further energize new cyber-branding platforms. Some names will be impossible to fix, some names will be legally fought or publicly contested, resulting in bidding wars, making the scene very passionate and challenging. The same study points to 18,000 companies that are already spending over one million dollars monthly in advertising and marketing, as they will have no other choice but to seriously attempt to secure a name identity to guide their image on course.

Next


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
Article posted on February 8, 2009.


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