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Part - IV

Now, cyber-domination provides custom information to a select, potential client base, located in specific demographics worldwide. The message is highly pertinent, clear, precise and user-friendly, offering instant results. Today it is one-to-one in a very smart way.

Why Are Logos, Designs, Colors Out?

In the old strategy, the key for success was in the total image, including the logo, design and color. The name of a corporation was not the key issue, but rather a small part of the design puzzle. The emphasis was placed on the logo, specific colors and graphic designs, taglines and other paraphernalia, to create a total visual-identity experience.

The rule of cyber-domination is very simple: It all boils down to a powerful name, which equates to a powerful domain name or URL which is then used as a key to find and unlock the Web site in a complex global maze. It is all based on how well you can remember the name, how easily you can type it in, how to find the corporation right up front on a search engine and how to get instant accessibility.

This is a very big change and has created a noticeable shift in how companies build global corporate images in cyberspace. This explains the decline of advertising agencies as image builders, and confusion in boardrooms creating budgets for corporate image.

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* Contributed by -
Naseem Javed, author of Naming for Power and Domain Wars, is recognized as a world authority on Global Name Identities and Domain Issues. He introduced The Laws of Corporate Naming in the 80's and also founded ABC Namebank, a consultancy established in New York and Toronto, a quarter century ago.