Helping brand owners seeing the forest through the trees with respect to gTLDs.

gTLDs overview

Many brand owners have obtained a new generic top-level domains ("gTLDs") in 2012 and are not using them to their full potential. Others would be willing to obtain their proprietary internet extension in the next few years but are hesitant. Similar reasons apply to both: 

  • New gTLDs are often seen as a defensive play, for which applying for the TLD was enough and it can then be left untouched almost ten years later;
  • A TLD can impact various areas of the company: security, marketing, technical, legal… Federating everyone around such a complex project can be difficult; 
  • Actually using one’s TLD can be daunting because of ICANN’s regulation and technical requirements; 
  • Choosing the technical partner that is right for the company’s vision requires intimate knowledge of the industry and an ability to read through marketing content. 

In brief: brand owners are increasingly unable to see the forest through the trees when it comes down to new gTLDs.

Develop a tailored domain name / (generic) top-level domain strategy

Several of the top-level domains that were created in 2012 took time to flourish and have only been actively and successfully used around the last few years. These TLDs had the same aspects in common: some internal buy-in, a flexible technical provider and external experts to guide them.

These three pillars are also essential when envisioning the creation of a future gTLDs. Even though the time frame when the next round of applications will open is still unclear, managing such a project and getting the necessary authorisations and approval internally can take time: starting sooner rather than later is a much better approach, and newcomers will benefit from the knowledge accumulated while assisting existing applicants.

Devising and implementing the most suitable (top level) domain strategy

Many of our experts have been involved with domain name registries and registrars for decades. We have helped create several “dotBrands” for leading companies and built Registry platforms currently hosting some of the best-known brands in the world. Long time participants in the ICANN process, we bring an intimate knowledge of the policy requirements for new gTLDs, and can help a potential applicant prepare for them as most of the key elements should not change once the next round is announced. 

We have key relationships with industry leaders, have experienced their interfaces and the way they can be used by brand owners to promote themselves on the Internet. Thanks to the platforms we have developed together with leading technical providers, brands can create and manage domain names, in their dotBrands or in other domain extensions, in just a few clicks, whether to support an internal site or a worldwide marketing campaign. 

This makes us the to-go-to party to apply for and manage a new gTLD: a white glove service that removes the burden for legal counsels, in-house IP experts and paralegals, whilst reducing stress on budgets in an ever-increasing uphill battle to promote and protect brands online. 

Bart Lieben


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