gTLDs and the Future of Search: The Branded World on a String


ADOTAS – When Google applies its fancy algorithms on users of its multidimensional portal and, for example, sniffs out patterns of “sneezes,” creating predictability charts for “cough syrup” consumption, or identifies demands for “sunny destination travel deals,” the cash registers start ringing in all direction. Where there are travel demands, there are also timely needs for “suitcases,” “swimming gears,” “travel insurance” and “hotels.” When the right names appear at the time of purchase decision, sales are made. The intricacies of simultaneous “behavioral manipulations” bouncing with thousands of products and services swing the world on a string, where sophisticated marketing yo-yo maneuvers are responsible for well-deserved $27 billion profits for Google, an amount larger than all the profits of world’s mega-ad agencies combined.

Google already offers a single source multidirectional portal now with Google+, which is just about a year behind possibly outsmarting Facebook and its performance. Such tactical timeline moves will shift the Facebook IPO prices up or down by tens of billions in the wars of market domination.

The other mega-front is the new generic top-level domain (gTLD) dot-brand domain name platform, and on April 30 ICANN (the Internet Corporation for Assigned Names and Numbers) will announce the names of 1,000 to 2,000 gTLD applicants. Each name will symbolize inherited strengths for global expansion, crushing old branding rules and candidate to create market domination via name identity. This will be largest brand name identity adjustment revolution since the invention of the internet. The Branding Ultimatum events tackle such sudden changes and offer mind-bending options.

A three-dimensional space is being created, where monster platforms like Facebook, Google, YouTube and ICANN gTLD will all further stretch simultaneously like a canvas over the globe and create brand new experiences in online interactive communications. The intertwined “glocalized multilingulization” is the latest frontier.

What are the mega-changes on your local-global business landscape?

If we accept “search-based marketing models,” then “name-based global positioning” becomes the next critical leg to run in a major marketing/branding campaign.

If we accept the powers of dual mode chattering on a global scale, then it’s no longer  about pushing out the message, but rather pulling in the interest. If customers are saying Don’t look for us, rather, We will look for you, then you have to leave good, memorable names to shine like stars in cyber clouds for them to pick and choose.

In reality, the customers, living in the age of abundance, now prowl and seek out what they want, and they no longer like to be seduced by gimmicky campaigns from the age of scarcity. Therefore the digitally balanced and powerfully secured name brand identities become the prominent anchors during searching.

The intelligent quotient of the contents and immediate relevancy of a “reality” dialogue is far more important than crisp ad copy created by highly paid “word artists.” The value-based offerings are far more readily exchanged than overly packaged ideas. The long-lasting strategies have more shelf life than panicky blasts. Corporate panic, responding to rapid decline of market share, must be harnessed, and here are some key points to calibrate.

The Hardcore Evaluation:

1. Is your search-based marketing dependency in harmony with name-based positioning ownership? Is your brand name identity powerful and unique enough that you can call it exclusively yours? If not, what are the hidden reasons?

2. Is your established name identity stretchable on the global canvas of cyber-branding? How will you fit your name brand, when new platforms like ICANN gTLD kindle new fires by creating unlimited customer touchpoints and allow massive customer acquisition? True, the largest numbers of mega-brand name identities simply do not qualify to fit into the program. But what are your game plans and options?

3. When click-based models that drive ecommerce today are already reaching maximum heights in order to reach the upper threshold, what higher-level cyber transactional points are needed? They mustn’t be hindered by incapable name identities. What is it about this that management simply can’t understand?

The global marketing game has suddenly changed. It’s far less about clubbing customers based on some market research, and more about creating millions of cyber candles in e-commerce forests where customers are attracted to the light. The medium was changed, but somehow marketing stayed snuggled amongst its own piles of data. To cope with 2012 and beyond, major changes are upon us, and corporate teams require fresh, in-depth understanding.

The Beneficiaries:

Teams engaged with digital compression of business ideas and models, supporters of global canvass of multilingulization and multi-directional “glocal” marketing, rule-breakers and global entrepreneurial forces, emerging economies.

The Enemies:

Old-mentality marketing and branding services, last-century globalization, an English-only mentality, single-hammer-looking-for-nails thinking.

The Adjustments:

Every manager to have a world map on the wall where once clocks were mounted, re-educating teams about global marketing, MBA programs to adopt new age global marketing and name identity expansion issues. Ethnicity to blend at all senior corporate level to understand the power of multilingulization; open-mindedness required to throw away traditional models. Now the cyber-name-centricity will dominate global marketing branding platforms.


  1. A really interesting article Naseem – the world’s branding, advertising, marketing and SEO businesses need to read this and understand its potential implications for their clients.
    I can envisage one or two copyright issues cropping up with this one as well.


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