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Without a doubt, major brand name identities will be arriving at the precipice where they will be lined up for a freefall from grace; some will fall, and some will have a parachute. This scene will be repeated all over the world, with new ultra-modern-cyber-age-branding-platforms being structured as ICANN introduces new policies that will dramatically change the old-fashioned thinking of global branding. In most cases, this platform will drastically cut up to 95 percent of the traditional costs of global branding.
Mr Javed:
Excellent article, but the Utopia you predict is much more illusion than fact. The companies that already have the global branding such as eBay, CNN, IBM, etc will not benefit from these new TLDs. They are already well established with the public and these new TLDs would be redundant with an added liablilty - educating the masses to type in their name to the right of the dot (and if the solution to this is that people will find their new TLD on a search engine anyway, then the point of obatining these names is even more moot).
A mega-generic TLD (dotTravel or dotAero, anyone?) assigned to one company would present an even larger nightmare. Should dotComputer go only to Dell? Let the legal games begin.
The majority who would benefit from this debacle will be ICANN, registrars and the TM attorneys who will be booked solid until 2050.
Excellent article, but the Utopia you predict is much more illusion than fact. The companies that already have the global branding such as eBay, CNN, IBM, etc will not benefit from these new TLDs. They are already well established with the public and these new TLDs would be redundant with an added liablilty - educating the masses to type in their name to the right of the dot (and if the solution to this is that people will find their new TLD on a search engine anyway, then the point of obatining these names is even more moot).
A mega-generic TLD (dotTravel or dotAero, anyone?) assigned to one company would present an even larger nightmare. Should dotComputer go only to Dell? Let the legal games begin.
The majority who would benefit from this debacle will be ICANN, registrars and the TM attorneys who will be booked solid until 2050.
