There has been a lot of speculation in the domain channel on what exactly big brands are going to do with their new gTLD’s.
While many think that brands just applied for their TLD’s as defensive registrations or to point to their .com, according to Phil Lodico, managing partner for FairWinds Partners which handled more than 100 .Brand new gTLD’scompanies such as Calvin Klein, Nike, Staples, Gap, and Walmart say big brands have big plans for their new gTLD’s
The quotes first appeared in prweekus.com:
“Client strategies for brand gTLDs run the gamut, from geographic domain name opportunities (Brooklyn.Brand for a retailer’s Brooklyn location) to new ways of leveraging customer loyalty programs (JohnDoe.Marriott)”.
“Some plans, he adds, are particularly aggressive and innovative”.
“Companies are exploring ways to offer customized portals for their customers and adding social and sharing elements to their pages. Others are looking into ways to offer unique content (Drive.BMW) that they haven’t previously offered.”
“In migrating users from dot-com to branded gTLDs, Lodico says marketers need to educate consumers on the benefits of branded domains”.
“To illustrate the advantages, he references NikeRunning.com”.
“From a very simple branding perspective, the Nike address will be shorter, will more clearly convey they are the source of authentic Nike content, and are likely to be more memorable to consumers,”
“In addition, Nike can make its .Nike gTLD more secure by leveraging new technologies and controlling all access points to the domain.”