Four words – Personalized… Top… Level… Domain…
You can’t get more branded than that. With companies spending millions of dollars to buy URLs to promote their brands (Ex. Toys R Us spent $5 million to purchase Toys.com) how much do you think a personalized top-level domain would be worth?
Think about it from this perspective.
You are Starbucks.
You want to set up Starbuck’s Coffee Book Cubs all over the world as your next big branding thing.
What is more branded than each URL having the top-level domain .starbucks?
Pretty much nothing…
Still not seeing it? Okay, another example.
You are ebay.
You want to set up personalized web addresses for individuals to have as their “store.”
You own .ebay and each store has a URL of “mystore”.ebay.
Can you say increased brand recognition?
Whether you work on the agency side or the brand side, the impact this could have needs to be understood. Take the time to investigate and see if this is a possibility for your company. Apparently these will be available starting in 2010.
I wonder if I can beat Toys R Us to the punch and buy .toys? If so, you can find me on a beach in Tahiti.
Comments (1)
these four little words will become assets of the future. dotbrand is going to be a major new tool in online branding. the process is complex – applications will be accepted sometime in the first half of 2010, go live no earlier than at the beginning of 2011 – an jeanne, if you go for .toys, there will be more opportunities than just selling it to toys´r us – good luck. .toys is just as generic as .golf or .music, so there are new horizons coming up – good for marketers and good for consumers.