This week, the Internet Corporation for Assigned Names and Numbers (ICANN) opened the application window for its new generic Top-Level Domains (gTLD) program. The potential will exist for companies to set aside or supplement their use of the more familiar top-level domain extensions, such as .com and .org, with “.itsbrandname”.
While ICANN speaks of this expansion of the domain name system (DNS) as changing the Internet forever, the process to obtain a new gTLD is expensive, risky and puts brands into the domain registry business. Of course, there will be those who will attempt to leverage the process to the detriment of others.
Jeffrey Braverman, Chief Nut of Nuts.com, took a serious look at the value of the gTLD “.nuts”, but decided not to apply. Jeff explains the reasons for his decision in the convo below. It will help inform your brand of the issues and risks of either applying for a generic TLD or waiting for the dust to settle and potentially be dependent on others to take advantage of DNS expansion.
Has your brand chosen to apply for a gTLD? If not, are you concerned you may have to negotiate with someone who has in order to maintain your brand’s identity?
LINKS AND TWEETABLES ON GENERIC TOP-LEVEL DOMAINS
For more info, ICANN is obviously a great source of infomation, including a library of videos and multilingual white papers. I found this piece on Benefits and Risks of Operating a New gTLD particularly useful.
Care to share this convo with your network? These excerpts are ready for you to tweet!
this convo is sponsored by
Convo at the PowWow is presented by Social Media Today, offering the Web’s best thinkers on business and public policy. Social Media Today is a rapidly-growing community of blogs, webinars, e-books, moderated Tweet chats and other digital content. The community currently includes more than 1,800 bloggers and 100,000 registered members, attracting about 700,000 monthly visits.
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- What You Need to Know About ICANN’s New Generic Top Level Domains (readwriteweb.com)
- TLD Land Grab to Begin on Thursday (clickz.com)
- Social Media 2012: How ICANN Has Changed the Universe with gTLD’s (or not) (socialmediatoday.com)