ADOTAS – ICANN (International Association for Assigned Names and Numbers) has just reported that there are now 144 registered applicants each allowed to file up to 50 separate dot-brand name applications. Would this add up to just 144, or 144 times 50 — 7200 gTLD (generic top-level domains)? If in this round there were only few successes with brilliant strategies, the global demand will multiply many folds to fill each vertical market. With 5 million well-to-do businesses around the world seeking higher visibility, many will easily jump on the bandwagon, as these few successes open the floodgate. Currently, there are some very smart people, with smart monies, playing some very smart games. The real curtain will rise on May 1, 2012, when the list of applied names will be announced.
Imagine. Suddenly it’s 2020, and ICANN has just opened its tenth window for gTLD applications. A fast and streamlined operation is churning out the new gTLD brands with fascinating ease. The global markets are learning how to harness the gTLD powers to dominate the markets through workable name identities for one single universal cyber platform. There are 100,000 gTLDs in use all over the world.
The dot-brand scenario:
The most aggressive national brands of the world have acquired dot-brand gTLDs to make their name identity expansion more easily workable in growing markets. The closed and controlled dot-brand domain name identity has proven to be a better customer service feature and a weapon against cyber-squatting. Mega global brands also acquired dot brand gTLDs to fortify their current name brands and join the exclusive global dot brand club.
There is a massive indoctrination into a new-age internet. It is surrounded by constellations of “inner circles” of “extreme social media networks,” where one can easily identify topics ranging from who is sneezing and who is coughing to who will buy today and who will buy tomorrow. This makes global pulses of social and corporate communication a highly predictable. fiscally sound experience.
The internet, an ever so fluid and free platform, has become the world’s most intricate structure. It is performing as a massive circulatory system keeping the world economically alive. The brand marketing intelligencia of the world has absorbed the technological punches and are fully indoctrinated with new-age marketing mentality. The trademark and advertising professions now create more stretchable global protection umbrellas with better naming handles.
The resistance to gTLD change about all is but over. In hindsight, at the dawn of the internet, it was the lack of any high-level discussion about the “global naming complexities” that created the accidental “napkin solution,” resulting in the initial top five gTLDs, .com, .net, .edu, .gov., .mil and so on. The “irrational exuberance” and frenzy of technological breakthroughs of the period precluded any intellectual discussions about global name identity expansion. Further experiments with gTLD expansion were never based on global naming complexities, rather on shortsighted business models based on isolated single name identity exploitation — hence, most performed very sluggishly.
The open, unlimited gTLD platform has provided a mature tool for serious players, a fair platform for fair play. Those who have the right names and understand the global naming landscape have the most to win. The days of cheap and accidental naming are a bygone era.
What did the maturity of the internet teach the corporate world? Firstly, the power of names and how it isolates success or failure. Secondly, the indexing of names and how it drives clicks or re-directs search traffic to competitors. Thirdly, the dilution of names and how it creates aftermarket trademark chaos. And lastly, the global appetite for names that drive hunger for visibility and create perpetual needs for name identity domination. The golden key to the internet has always been the domain name. Without it, the internet is utterly useless — or simply put, no domain means no web, period.
When there are 5 billion online users and most have a website, domain names create the world’s largest and only cluster of name indexes and hierarchies where nomenclature management becomes the single most important issue to achieve desired visibility for image expansion.
The destination brand scenario:
Many thousands of destinations are now convenient cyber labels of destination brands — just think of a location and the “dot-destination” will open up a floodgate of options. The mayoralty installs “clicks, hits, and page views” as major election campaign platforms. The local communities take great joy and pride in global interactions and for being under the global spotlight.
The generic brand scenario:
There are generic dot-brands, dictionary words acting as “no-name brands” for just about each and every item of global consumption. They cover all levels of society — from basic needs to luxury and class, from basement bargains to penthouses and private jets, with around-the-clock services providing global accessibility to amazing cyber bazaars of both price-sensitive commoditized goods or value-added branded consumption.
The mobile and social media culture, the eruption of desktop computing created the global demands for ergonomic computer desk, office furniture now replaced by “multi-pocket outwear” stuffed with mobile devices. The digitally-armed, free-roaming nomads, thinkers and revolutionaries living off free apps and high on “almost-free deals” options, social-chatting to death. The new world of connected people claiming to be members of “global social clubs,” where spoken words are free, but accumulated opinions become worth huge fortunes as they direct global consumption or become regime-altering forces.
The old-mentality branding marketing agencies, the power groups against the free and perpetual flow of public opinion, the last-century bastion of protective mentality and corporate bureaucracy. The old business models, refusing to park themselves in the public museums, while sucking on the tired, old and impaired economic structures of the world. The highly tenured but disconnected academia faculties from the educational/industrial complexes where their own lack of combative experiences numbs them to pick up arms against the charge from their own heavily indebted students.
Ride the new tide — the global populus is being re-trained to think about cyber name identity presence all over again. The world is passing through a major shift from the old thinking, where every recalled name needed the required added suffix, dot-com, -info or -net. Now simply recall a name, and that’s it — nothing else, just the name, and this feature alone, when successfully delivered, enhances the power of global presence a hundredfold. This name-centricity averts unnecessary luggage, while advanced-level understanding of global nomenclature is a prerequisite to drive such agendas.
Expand the horizons, live new culture of 365/24-7 multilingualization, discover mass customer acquisition models and market domination. Become a new authoritative voice in the boardroom on “glocalization” corporate nomenclature and advanced social media frontiers. The new age of ecommerce has arrived.