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Founder and CEO of ABCNamebank, Naseem Javed is recognized as a world authority on global naming complexities. He is currently helping corporations on ICANN’s new gTLD cyber-platforms and lecturing on corporate nomenclature frontiers and global cyber-branding. Naseem is also conducting series of exclusive webinars on how to evaluate and achieve iconic name status worldwide.

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gTLDs: Opportunity for a New Image

Written on
Jan 27, 2012 
Author
Naseem Javed  |
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gTLDs: Opportunity for a New Image

ADOTAS – Global corporate nomenclature is making history right now as the ICANN (International Corporation for Assigned Names and Numbers) gTLD (generic top-level domains) platform opens in full swing. The established and largest name brands of the world are now pitted against the newest, most recently incubated, globally poised but relatively unknown name brands. Global image shifts are in play. The coming years will define the new landscape of image and brand name superiority and spell out a new language defining market domination via name identity. It makes little difference where you are located and what type or size of organization you manage. The fact remains, it’s going to alter your thinking about marketing and business image and name identity expansion. Here are the key factors:

A gTLD dot brand with the right name identity and a business model offers the fastest way to create hyper-visibility and global presence, and becomes an intricate device for attracting massive customer acquisition. The old school of traditional advertising marketing and branding is slowly recognizing this game-changer.

A gTLD platform also opens new opportunities for branding, marketing and trademark law firms, as critical needs arise for fast-track evaluations of current name portfolios to determine long-term action plans. It calls for a realignment of the naming architecture to accommodate too many or too few identities, or the reassessment of current name ownership strategies in light of this new age frontier.

For many organizations, the application process has hidden some naming challenges in the program — for example, how to gauge power and evaluate a proposed name (.car, .auto, .motor), or how to select a winning combination (.locomoto or automoto, .udrive or idrive, .ucar or .mycar). Advanced level name usability issues will decide winners and losers, including pricing of sub-brand domain naming architecture for a master gTLD name being introduced in the marketplace.

The Boardroom Agenda

(Excerpted from my book, Domination, the gTLD Name Game)

How businesses should appoint an internal leadership team to tackle all name identity issues on an organized basis in 2012 and beyond.

For big businesses, it would be imperative to create “layers of name identity protection” and to acquire a deeper understanding of how to cope with these new and emerging trends. For middle-sized and regional businesses, it opens highly cost-effective global opportunities to reposition, re-name and re-brand their entire operations as new style-market dominators.

Any company at the grassroots marketing and business development level must evaluate all of its name brands and identities to answer the following key questions:

What are the hotspots whereby a slight change in spelling, alpha structure, the meaning and the shade of a name identity could seriously be jeopardized?

What are the competitive forces in the marketplace that are already attacking a brand name identity, and how might they harness new powers to further intensify their attack?

What are the brand new opportunities that could be brought in as an extension or protection layer to the current brand identity?

What are some brand new concepts that could be created around existing name brands to support and expand sales?

What are the most sophisticated name expansion structures that will provide a global scale leadership for any new or existing name brand identity?

If evaluated names have been found weak and damaged, what positive options are available to them with this new global policy?

(For further reference, see my analysis of the three basic types of brand names and the challenges and opportunities presented by each.)

Summary

The boardroom agendas must raise some of these questions. What are the specific tactical options available for the organization at this stage? What are the hot buttons on name evaluation for national or global cyber name branding? What are the key steps to get current name identity ahead of competitors on a fast-track basis? What are the new digital platforms for mass customer acquisition? What are the methodical steps to market domination via name identity?  What will it take to get your internal team ready to articulate these new platforms?





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