New Dot Brand Option Now Available for Marketing Brands

A new option is available for branding your products and services. Instead of the 22 traditional endings to a domain address like .com, .net or .org, there will now be an option of selecting .ANYTHING for your product or service!

Anything — for instance .BMW or .McDonalds or .Nike.

Will this historic change to the internet’s domain system from ICANN change the way we market domains?

Application may be submitted for a unique domain extension from January 2012 to April 2012 and the process appears to be both expensive and time consuming.

Will it be worth it? What’s the ROI for a brand to have it’s own extension?

What do you think will happen? Please leave your answer in the comment section below! Thanks!

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

7 thoughts on “New Dot Brand Option Now Available for Marketing Brands”

  1. Very interesting! I imagine big companies’ “dot name” will be the new way to validate a site. I can see a bit of security coming with it- knowing, for sure, that any site .apple is an approved Apple site, for example.

    But, spammers are everywhere, and I can see this absolutely blowing up in the .unmentionable or .scammy sites rise.

    Just another reminder to stay on our toes as the internet continues to evolve.

    It’ll be interesting, too, to see which programs, web and offline, support the .whatever. Currently, many of the newer .endings such as .co and .it aren’t recognized as hyperlinks. If .anything is a hyperlink, where does it end?

    There’s also the potential for the end of the domain to be just as long and cumbersome as the beginnings are, now.

    I wonder if .com will be a novelty in a few years?

    Thanks for this post, Chris, very interesting.

  2. With phone calls it used to be “Garfield 1- 2323”, then 421-2323, then 216-421-2323, then 330-421-2323 and finally 1-800-windows. Maybe you remember your great-grandmother complaining about the change and how hard it was to remember the new numbers.

    A lot of people still think a web site URL has to start with ‘www.’ and end in “.com”, so I would think early on the marketing potential is very limited. Five years from now, when it is not so strange, how great would it be to have a really solid dot-name like “.money” or picture how much you will be kicking yourself for not grabbing “.myCompany”.

    People will adapt and this is your only chance. Buy now, market later.

  3. Mike –
    I think the dot com is much stronger than a dot net or a dot org. I’m seeing a lot of dot me’s popping up for applications. It will be interesting to see where this goes. Thanks for leaving the comment.

    Not sure how novel the dot com will be, but it does get me thinking about new possiblities for “naming” a domain.
    Thanks for commenting!

  4. Until January 12, 2012, businesses only had a small selection of choices when registering a domain. Popular generic top level domains such as .com, .net, and .org are often taken, in many cases, and don’t emphasize your own brand in your advertising. By registering .YourBusinessName on January 12, you can lock in your place on the web. Still, this move may not benefit all businesses, and the jury is still out on whether or not it will even catch on. In a world where searching for .com after a business name is as natural as knowing how to get on the Internet in the first place, typing in .businessname may take a long time to catch on, if ever. Learn which businesses will benefit from shelling out the $180,000 to iCANN for domain registration on January 12 and which businesses might want to consider sticking with .com for now.

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