- The gTLD Weaponry
President ABC Namebank
would someone invest $187,000 for single name application with ICANN
plus another few hundred thousands of dollars on related costs to
acquire a new gTLD domain root system? Simple, the real motivation will
be to declare global-image-cyber-warfare and to create global market
domination under a name identity.
If this is really all about global image cyber warfare, then the art of
war dictates preparation and planning. The surprise will hit the doors
when a spectacular story breaks and occupies all the available market
share space of opportunity in no time. This is how old brands were
washed out overnight in the first phase of ecommerce.
In the 90s, when the first generation of early domain names provided
cutting edge weaponry it changed the global landscape forever, creating
thousands of new brands and crushing old monikers, changed advertising
and branding platforms permanently. This gTLD is the next big phase.
As this is not a simple, no questions asked $10 domain, it's about a
sophisticated team, with thick proposals, a desired name identity backed
by solid funding all in hope of obtaining an approval of ownership of a
new gTLD. The right combination of great idea with a perfect name
identity will create fireworks, others just smoke. The teams have their
work cut out and ICANN will be under tremendous pressure to take global
challenges to be fair and just.
The hot spots will be the pure generic names, dot milk, dot beer, dot
casino, followed by the destination branding, like dot london, dot
sydney and lastly the new ventures with new name brands or the old
ventures with old name brands. The possibilities are endless but ICANN
plans to cap the first round of proposed applications to only a few
hundreds. However, based on the global pressures faced by organizations
around the world to reduce customer acquisition costs the market can
easily absorb thousands of applications in hope to reach larger audience
at fraction of cost using a gTLD platform.
The bold entrepreneurial teams will attempt to cherry pick as many hot
properties as possible and figure out their aftermarket sub-branding
issues later. The registrars, registries and domainers all will have
something to cheer about. The professional services from trademark to
legal and corporate nomenclature, branding and marketing will all have
interesting proposals to deal with.
Once ICANN starts the process and creates a global information campaign,
the applicant organizations have very serious challenges; educate their
internal staff, identify a proposed name, assemble a team, apply and
develop a long term success plan. On the soft side, they have to be
mentally prepared to lead a global charge and equipped with the value
proposition to allow such a tactical maneuver. On the hard side they
will need the game plan and sub-branding architecture to make the
process winnable and equally highly profitable.
Ecommerce is entering a new age of sophisticated global cyber branding.
It's all about image warfare and market domination and gTLD provides the
a widely recognized world-authority on image positioning, corporate nomenclature and
global naming complexities
image issue. Author of Naming for Power, Naseem founded ABC
Namebank some 30 years ago in Toronto and New York, and introduced The
Laws of Corporate Naming, a quarter century ago. He is currently helping
corporations on ICANN's new GTLD cyber-platforms and lecturing on global cyber- branding.
Naseem is also conducting series of exclusive webinars on how to achieve
iconic name status worldwide. His
website is: www.abcnamebank.com.
He can be reached @ firstname.lastname@example.org