Branding With New gTLDs

Mark Skoultchi  a partner at Catchword, wrote an article on BrandChannel.com that delved into how naming strategies with regards to new gtlds. Mark was clear that .com was the top dog but provided some insight for big companies, Start-ups and small businesses.

From the article:

gTLD Strategies for Major Companies and VC-backed Start-ups

Make no mistake: Dot-com still reigns supreme. With more than two decades of worldwide recognition and countless marketing dollars behind .com, it is the downtown of the internet and will remain so for businesses of all sizes. Regardless of which gTLDs gain traction, Nike.com won’t be changing what’s to the right of the dot anytime soon. Dot-com simply has too big a headstart and even the most popular new gTLDs will find themselves competing against each other in a divided market of domains with restricted meanings.

That said, when the dust clears, the most versatile and logical of the extensions are likely to see the light of day; the success of extensions like .ly, .tv, and .io are an indication that there is demand for variants beyond. com. So it only makes sense for large companies to register such variants, if for no other reason than to prevent a competitive or unsavory usage or to hedge against the possibility that Google will change its search algorithm to favor, for example, a .law extension in a web search for a lawyer. While this is unlikely to happen in the near future, it’s worth mentioning that Google itself applied for 101 new gTLDs, such as .youtube, .earth, and .search—a strong endorsement of the viability of new extensions.

Read the full article on BrandChannel.com

{ 1 comment… add one }

  • RW October 7, 2015, 6:20 pm

    Mark is right that .com will always be first to market, but it’s far from “reining supreme” when it comes to quality naming options.

    Businesses and brand owners are quickly discovering the value of having a domain extension that is easily understood and means something to their audience. It’s a complete myth that companies are only registering domains in the new extensions to prevent unsavory usage. Just this week, mega church LifeChurch.tv changed its domain name to Life.Church. This is a clear upgrade and demonstrates the unique branding opportunities that new gTLDs offer.

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