President ABC Namebank
cocooned GTLD has started to spread its wings, soon it will show its
color and become a butterfly. The well guarded fuzzy and slow progress
has finally put some real power in the most anticipated metamorphosis
but the world still awaits for some flying maneuvers. To start,
mother ICANN has tried very hard to come to this stage.
It seems that mainstream global brands, their leading ad agencies, major
laws firms protecting their complex intellectual property portfolios and
creative services need to come forward and share in the showdown. So far
the coyest debate and borderline fear mongering mostly about
flooded squatting, trademark defense posturing need such mythical
notions a head on collision with factual issues of name identity
marketability and suitability by gTLDs. The markets need point by point
clarity to settle the confusion.
The conference events on gTLD have started and that's excellent, but
they have to build momentumand higher frequency as the world is a very
large stage and few gatherings of often the same people and same topics
will not make a dent. After the big announcement by ICANN in June
followed by few thousands news items have gone quiet while corporations
and senior management worldwide have no idea what just happened.
A quick survey of top senior marketing executives in North America by
AARM http://www.aarm.org points to
"only 2% executives having some very limited or somewhat confusing
ideas without any reasonable understanding of what a gTLD is all
about." While the other current buzz in the internet columns, blogs
and media is that it's a $187K money grab, threat to mega Trademarks and
will flood cyber-squatting. How wrong.
On the legal front IBLS http://www.ibls.com
also did some research and found that legal practitioners trying hard to
find simple approach to connect potential customers with highly suitable
gTLD opportunities but missing out on any serious response. On the
global naming complexities of branding AZNA http://azna.com
is also providing Executive Intelligence Briefing on such matters.
The lack of understanding of what a GTLD is by the corporate world the
main problem. By and large a very small group within the Internet
technocrats and ICANN related services, domainers playing with the
domain after markets and domain name registries that deal with highly
competitive pricing for basic domain name registrations are all
positively engaged. The sum total of all these people if measured in
tens of thousands is still an insignificant number to this serious
global marketing issue poised to get the attention of hundreds of
millions of businesses out there.
How fast will this cocoon hatch, how soon will it spread its wings and
show off its real colors? It all depends on the spot lighted fast track
orientation and most importantly when gTLD based models would
demonstrate real global cyber branding and create new image expansion
opportunities. The biggest surprise for the corporate world would be the
sudden realization that there is no more room to file or their dream
names have been already taken as the window in the first round close.
For the right players with right combinations these will be the biggest
shocks and very major marketing setbacks.
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 @ email@example.com