Will you grow giant money-trees?
On 20 June 2011, the Internet Corporation of Assigned Names and Numbers (ICANN), created a global shockwave with its announcement to a packed meeting in Singapore. A thousand delegates witnessed, a long-awaited gTLD program released, creating new types of domain names with unlimited potential.
The application fee per name starts at US$185 000, and can cost up to US$500,000 to integrate. Still, this investment is no more than what large single highway signage costs over a 10-year lease. This one is more about thousands of such luminous cyber structures over high-density, information highways.
Create, nurture, grow
Once a unique idea with the right name identity has been decided, the challenge will be to create, nurture and grow it with a successful sub-name brand-hierarchy. This way, the master gTLD root takes to grow like a tree with strong branches and gets ready to blossom, with successful layers of multiple sub-name-brands into a giant money-tree.
When all you have is a hammer, everything will appears to be a nail. The gTLDs are not just about trademark filing and battle posturing or cyber-squatting but more of creating unusual global intellectual properties that offer multiple opportunities for rapid image expansion and, most importantly, achieving market domination via name identity.
The ICANN gTLDs are also not just about mass domain name registrations but rather creating massive customer acquisition and intricate layers of providing customer access.
Most of the current debate is focused on the grind of one of the single key aspects while ignoring all the other interlaced facets and, therefore, missing out the reflective shine and brilliance of the idea.
Interdisciplinary approach is a must
An interdisciplinary approach to all gTLD matters is a must, as with early cinema, which incorporated dozens of diverse and non-related issues; when combined, a full-fledged industry erupted. The integrated approach to gTLD is the fastest way to get the attention in the boardroom. Otherwise, it becomes a splintered discussion on separate floors, from technology and legal to domain name registration and webmasters.
If we place the entire gTLD process in a hierarchy forming a pyramid:
This will be an amazing game to play and equally to watch. The legal firms and image-branding agencies seeking new clients have three tasks: how to identify their top clients and offer them world-class recommendations with full confidence to play this game; how to create backup and supportive plans to capture special name identities for targeted markets; and how to attract new clients by providing leadership on exclusive options on generic and destination brands.
A gTLD under the right name identity combinations offers the following:
About Naseem Javed
Naseem Javed, recognised as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power and Domination, the GTLD Name Game. He founded ABC Namebank International (www.abcnamebank.com), an image and branding consultancy over 25 years ago. Email him at firstname.lastname@example.org.