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Why Branded Domains Won’t Be Popular, Yet

Posted by on June 20, 2011 at 3:36 pm

ICANN (Internet Corporation for Assigned Names and Numbers) just voted and passed a plan to launch new gTLD’s (generic top level domain) for businesses costing $185,000. It’s really cool and all but I don’t think it will be popular for a while. Why? Let me tell you.

Starting January 2012 ICANN will be accepting applications for three months. I’m sure we will see huge companies getting them, the biggest example seems to be “.nike” so you could go to “mens.nike” and get directly to the men’s section without extra clicks. The problem though is www.something.com has been instilled in so many peoples brain. I have problems when I tell people to go to something.something.com, they always want to put www in front of it. A lot of people don’t know that www. is not needed and essentially is a sub domain but most server configs out there make that the alias for the domain so you don’t have that problem.

In high school I remember going to “mmm.beer.com” and thinking that it was the coolest thing in the world, how did they do that I asked myself? Same with “www.com”, this was an online radio station back in the day. I know how they did it now but then I was young and had no idea how the internet worked.

How are companies going to advertise this? Are they going to tell people to go to “www.nike”, “home.nike”, “nike.nike”? Are you going to see those on print ads? Are people going to remember that or will they just search for “nike” on Google, or any other search engine to find it?

Domain hacks seem relatively new to most people with the URL shorteners like bit.ly or Ow.ly but they’ve been around since the early 1990’s. We even own one, fez.nu, and use it for our URL shortener only because even though it’s short it’s a lot easier to remember FleshEatingZipper.com, seriously, you already forgot what our short domain is already.

It’s going to be up to the companies that get these gTLD’s to educate the public but most companies can’t even promote their own Facebook and Twitter accounts properly how are they going to promote these?

Maybe you think I’m completely wrong, let me know why, I can take it.

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