Your Questions Answered: dot Brands and New generic Top Level Domains

In 2012, the Internet changed forever. Did your brand change with it?

On January 12, 2012, the Internet Corporation for Assigned Names and Numbers (ICANN) began to allow any brand to apply for its own top-level domain. Imagine, "drink.pepsi" instead of "www.pepsi.com/drink"; with your name after the dot, you're now advertising your brand with your Internet address. 

But just a few months later, the first dot Brand application period closed. It’s not likely to open again for years … but the time to prepare is now. 

One place to start preparing is by watching a webinar from the Columbia Business School's Center on Global Brand Leadership, “Who Should Invest in a dot Brand? Evaluating the Business Case for a Top-Level Domain Name,” sponsored by Afilias. Investing in a dot Brand TLD raises strategic, financial, IT, security and brand management questions. This webinar addresses the issues that brand builders and their companies are facing.

If you’re short on time, just watch video highlights instead of the complete webinar. You can also learn more about dot Brands on our site. Plus, we have a short guide for brand builders to learn more about dot Brands and to share with your advisors and colleagues. 

And when you’re ready to begin a conversation about your dot Brand, start here.

Who Should Invest in a dot Brand? (Full 2 Hour Webinar)

Here you can watch the full webinar. Watching this comprehensive video may be the best investment you make this year to learn about dot Brand options, strategies, issues, costs and benefits. David Rogers from the Columbia Business School interviews experts and thought leaders, including Dr. Paul Twomey, former CEO of ICANN, now Managing Director at Argo P@cific; Mr. Karl Issac, Executive Director, Digital Branding, Landor Associates; William Barrett, Online Strategy Leader, Global Brand & Communications, Deloitte; and Roland LaPlante, Chief Marketing Officer, Afilias.

When you’re ready to begin a conversation about your dot Brand, start here.

Background and Goals of the New gTLD Program - 15 Mins.

Timelines, costs, issues and ICANN (Internet Corporation for Assigned Names and Numbers). This Columbia Business School educational video segment provides an authoritative overview of the ICANN new gTLD program. David Rogers from the Columbia Business School interviews Dr. Paul Twomey, former CEO of ICANN and now the Managing Director at Argo P@cific. This video highlight runs approximately 15 minutes.

When you’re ready to begin a conversation about your dot Brand, start here.

The Deloitte Strategy; Why a New TLD? - 7 Mins.

A Deloitte representative shares his insights about a “dot Deloitte” TLD. This video highlight will help you gain practical insights from a market leader who is going through the process that many dot Brand builders now face. David Rogers from the Columbia Business School interviews William Barrett, Online Strategy Leader, Global Brand & Communications, Deloitte. This video highlight runs approximately 7 minutes.

When you’re ready to begin a conversation about your dot Brand, start here.

Technical Elements and Security Benefits – 14 Mins.

As the world’s most experienced registry services provider for new top level domains, Afilias literally wrote the e-book -- and produced the movie -- on dot Brands TLDs. This Columbia Business School educational video segment helps you to understand some of the most important benefits of a new dot Brand -- security, authenticity and control. David Rogers from the Columbia Business School interviews Roland LaPlante, Chief Marketing Officer, Afilias. This video highlight runs approximately 14 minutes.

When you’re ready to begin a conversation about your dot Brand, start here.

"To TLD or Not to TLD?" - 4 Mins.

This video challenges brand builders, like you, to think beyond protecting their brands by securing a dot Brand.  Investing in a dot brand can mean new opportunities to build your brand – if your dot Brand improves your customers’ experiences.

When you’re ready to begin a conversation about your dot Brand, start here.

New TLD Security Benefit: Brand Trust - 3 Mins.

Discover how improved security translates into increased trust for your brand, your channel partners and your customers.

When you’re ready to begin a conversation about your dot Brand, start here.

New TLD Security Benefit: Acceptable Use - 2 Mins.

Learn how improved security also increases your control of your brand by setting and enforcing policies that protect your agreements with your channel partners and your customers.

When you’re ready to begin a conversation about your dot Brand, start here.

ICANN's Expectations of Applying Organization - 4 Mins.

What does an applicant for a dot Brand need to do to assure that they are successful in the application process and beyond - when operating a piece of the Internet? Gain valuable insights on some of the technical questions that brand builders must address in their applications to ICANN.

When you’re ready to begin a conversation about your dot Brand, start here.

Seven Use Cases and Benefits of a New gTLD - 17 Mins.

What are the different types of uses and benefits that a newdot Brand TLD enables?  From defending an ambiguous trademark, reinforcing a brand architecture, and leveraging a brand platform, gain valuable insights to build your business case for a new dot Brand TLD. 

When you’re ready to begin a conversation about your dot Brand, start here.

Can I Change How I Use My .brand? - 7 Mins.

Should you secure and shelve your new dot Brand TLD?  Should you invest in new ways to improve your customers’ experiences?  This video provides valuable insights as to what strategies brand builders can use with their new dot Brand TLDs.

When you’re ready to begin a conversation about your dot Brand, start here.

How Will a New TLD Affect SEO? - 2 Mins.

One of the biggest questions about the new gTLDs is how will they affect SEO.  The panelists discuss their thoughts on what the new gTLDs will do to the SEO of a company.

When you’re ready to begin a conversation about your dot Brand, start here.

How Much Will a New TLD Cost? - 7 Mins.

One of the most important questions from applicants about the new dot Brand TLDs is how much will they cost.  The panelists provide useful insights to help you understand and estimate the total cost of a new dot Brand TLD.

When you’re ready to begin a conversation about your dot Brand, start here.

How Will ICANN's Trademark Clearinghouse Work? - 8 Mins.

What will the trademark protection process be like?  How will you know if someone is trying to register a string that you consider your own?  This video explains the process for people who hold trademarks and want to secure a new gTLD.

When you’re ready to begin a conversation about your dot Brand, start here.

How Do I Transition from My .com to My .brand? - 6 Mins.

In this video the panelists and the moderator discuss the strategies and issues surrounding transitioning from a dot com to a dot brand environment and the value of investing in both TLD options.

When you’re ready to begin a conversation about your dot Brand, start here.

Will the Number of Apps Affect the Decision Process? - 4 Mins.

Given the larger than forecasted number of new gTLD applications that ICANN will receive during the January 12, 2012 and April 12, 2012 application timeframe, the panelists provide expert insights as to the likely timeline and process that ICANN would use to review and approve applications.

When you’re ready to begin a conversation about your dot Brand, start here.

The Opportunities for Raising Money When Launching - 4 Mins.

The panelists share their thoughts about monetizing opportunities for owners of dot Brands and category TLD owners, including new business models, second-level domain name usages and using a dot Brand as an innovation platform to connect various stakeholders.

When you’re ready to begin a conversation about your dot Brand, start here.