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Expert: Global Naming Complexities, Corporate Nomenclature, Image & Branding
Joined on December 18, 2003
Total Post Views: 466,009
| About |
Naseem Javed is author of Image Supremacy, a widely recognized world-authority on global naming strategies and corporate nomenclature issues, author of ‘Domination—the gTLD name game’, syndicated columnist, keynote speaker and specialist on global naming complexities. Author of Naming for Power, Naseem introduced The Laws of Corporate Naming in 80s and currently lectures on global cyber branding and the ICANN’s new gtld platforms. He also founded ABC Namebank, a consultancy established in Toronto and in New York some thirty years ago.
Except where otherwise noted, all postings by Naseem Javed on CircleID are licensed under a Creative Commons License.
When names are borrowed from an Atlas, things happen. Use of Geographic names have always caused some problems for two reasons; one they are in the public domain so anyone else can use them and two they connote that business is confined to just that geographic area. Like Paris Bakery, Waterloo Furniture or London Bank. Geographic naming was the biggest thing during last couple of centuries, as using name of a village or a city as a moniker was considered being on top of the hill. more
When the fantasy of a universal trademark clearance house was floated in the name of protecting existing trademark owners by the opposing lobbies against the global domain name expansion, particularly the gTLD programs, the domain name industry and ICANN quickly accepted the idea. A universal trademark clearance house is perhaps a greatest idea but in reality a fantasy. Today, at ICANN, the best minds are teamed-up and struggling to get the TMHC (Trademark Clearance House) constructed. more
ICANN has started dot name evaluations and charging ahead at their full speed. Mathematically it can be proven that any reasonable success of the current 1500 proposed dot names will result in tens of thousands of additional applications in the subsequent rounds. It is estimated that by the year 2020 there will be 10,000 dot names in operation and by 2025 the number would easily double. Such forecasts are not based on technological advances more
Today, with the launch of new and exciting 1600 proposed gTLDs, the choices will simply unleash a slew of unlimited new ideas for the global end-users. The influx will create amazing times for the right names and the right parties. The global public will get the taste of owning multiple domain names for multi-layers of communication to enhance richer and selective experiences. No need to be in pool with 800 million folks but rather interacting with '117 winemaker, left-handed and collectors of toy trains'. 'Divorce lawyers, only handling 3.7 million dollar pre nuptials, only serving Jersey wives'. more
The day after 'reveal day' two big questions will emerge; firstly was the advertising branding world so wrong or secondly, the parties behind the proposed names so invincible and can turn their $350 million dollars into many tens of billions. To be fair the jury may be out nevertheless, here are some facts... The Internet was never designed to solve the global business naming problems; it was the extension of DARPA, a failsafe military communication system later adventured into public use. more
World's mega businesses are about to wake up to the domain name expansion reality, where suddenly a name identity's exclusive ownership on global canvas of cyber branding and functionality will be ensured via gTLD. Something that traditional trademark system took years to achieve. A gTLD brand is not for everyone, structurally designed for powerful new ideas and established organizations around the world; however, following are the ten reasons why it may not work for you. more
Coalition for Responsible Internet Domain Oversight, or CRIDO, released a plan they called a "peacemaker" three days before the Jan. 12th, 2012 launch, which would allow brands to begin the ICANN application process but would allow organizations and companies the opportunity to place their brand names, without cost, on a temporary "do not sell" list. ICANN so far has not responded to the "do not sell" list, and CRIDO is getting restless and threatening lawsuits. more
The global trademark laws have served the business community well during the last century. But is it possible that with the advent of ICANN gTLD, a new layer of speed and protection would complement the trademark holders to further establish their name identity presence and visibility in the complex marketplace? Although the trademark laws have served the business community very well during the last century, now with the advent of ICANN gTLD platform, it appears that it will provide an additional layer of speedy protection and increase the name identity visibility resulting in market domination via name identity. more
The curtain rises on January 12th 2012 but key players are still singing different tunes. Let's peek into their performance as they start taking center stage. FTC, the Federal Trade Commission, has sent a letter to ICANN on December 16th 2011. Re: Consumer Protection Concerns Regarding New gTLDs. They write; "We write now to highlight again the potential for significant consumer harm resulting from the unprecedented increase in new gTLDs." The following paragraph clearly highlights the lack of information about the ICANN gTLD platform. more
The word gTLD has been added to the hardcore lexicon of global branding. Why is this new spin causing vertigo to some? Before you say anything else like 'what'? Just hold on. It makes no difference whether you already are an expert on gTLD or not. The fact is it's in your face and we all have to deal with it for a long time, so deal with it. On the internet today, from around the world, there are over 10,000 articles on ICANN's gTLD... more
The growing notion among big advertising agencies and brand marketers is that as search engines find answers instantly, there's no real need to enter a domain name in the browser and therefore domain names are far less important. They're absolutely right. Why would you type www.rolex.com when you can simply enter 'Rolex' and be there before you blink? But where they are seriously wrong is when you enter anything like 'Interlink', 'Pronet', 'National Trust', 'Premier Traders' or 'United Manufacturing', uncontrollable citations will gush out from every corners of the world. more
Concerning ICANN's new generic Top-Level Domain (gTLD) program, why is the Association of National Advertisers whose members spends 400 billion on their 10,000 brands so violently opposed? Bob Liodice President & CEO of ANA recently wrote an article "How to (Unnecessarily) Encumber The Internet And The Economy" in Forbes highly critical of ICANN but clearly missing the mark. This misunderstanding demands clarification, the fog is getting dense so let's explore some facts. more
Gary Elliot, chairman of the Association of National Advertisers and vice president of global marketing at Hewlett-Packard, wrote a column in Advertising Age titled "ICANN's Promises Aren't Simply Speculation, They're Outright Fantasy." His arguments opposing ICANN gTLDs are similar to the other heads of various advertising associations around the world. While the main powerbrokers of the global advertising sector are mum, their association heads are using the same circulated message of cyber-squatting fears without any solid proof. Here is my analysis and an open challenge to the trade. more
Why would the Association of National Advertisers (ANA), representing 400 member organizations and their 10,000 brands that spend $250 billion annually, be so wrong about ICANN's generic top-level domain (gTLD) program? They're complaining as if new gTLDs are being sold overnight in dark alleys with a no questions asked policy in exchange of a large suitcase filled with newly printed currency. This is definitely not the case, so what did they miss? more
When all you have is a hammer, everything appears to be a nail. The generic Top-Level Domains (gTLDs) are not just about trademark filing and battle posturing or cyber-squatting. They are about the potential to create unusual global intellectual properties offering multiple opportunities for rapid image expansion and - most importantly - the achievement of market domination via name identity. more
On the other hand, major dot brand generic Top-Level Domains (gTLDs) are for internal and controlled sub registrations, they would not be open to first come public offerings and therefore it makes no sense for IBM to plan advance purchase of ibm.canon, as Canon, owner of their own gTLD dot canon, unless mutually agreed between two brands, would have no incentive to sell such a registration to a cyber squatter or to anyone else for that matter. more
Obviously, the market will explode if there were a few hundred new gTLDs creating global excitement and building new platforms on ecommerce and cyber-branding. The media hype and breakaway stories will create a boom to the traffic; all types of new and old names will be registered under current and re-registered under new gTLDs wherever possible. more
There soon will be a central place for Web surfers to dwell in a forbidden cyber land of adult fantasies, sex, dark rituals and total taboos. Finally, ICANN has given in to the pressure and has tossed a big rock across the turbulent e-commerce ocean. It has approved a new suffix, .xxx, for adult-only porn sites, creating ripples and debates in ever so confusing global cyber branding times when cyber global domain name challenges are being fought in the complex earthly trademark realities. Three things are bound to happen. more
Why is so much fear being created in the name of protecting trademark owners? Say, if ICANN allowed some third party a generic Top-Level Domain (gTLD) called .panasonic will the sky fall? No, not at all, as Panasonic, the true and rightful TM holder will hit the unauthorized gTLD with a 2x4 and no judge would oppose issuing a cease-and-desist order. Now the other question is... more
What will happen to dotcom once a thousand generic Top-Level Domain (gTLD) applications were approved and start to skate around on global cyber platforms? Nothing, firstly, there are over 200,000,000 dotcoms while these 1000 exotic high profile gTLD will not even make a scratch to the dotcom market. Secondly, a dotcom is about $10 plus while gTLD is $500,000 plus... After all gTLD are never supposed to be for everyone, as they can only be fitted to right and very special combinations. more
Rightfully, Olympic is a very sacred word and a very pure concept for the Olympic Committee as they have protected this brand and all of its related intellectual property components at every instance for about hundred years. However, the word Olympic as a name is geographic based on Mount Olympus and over the many centuries belonging to the public domain. ... Dot-Olympic ideally should belong to the Olympic committee, if they so desire, but in a contest or any other situation the ownership of this name would simply become a question of going after a diluted geography based public domain name. more
First off all, still unknown to the masses, this newly proposed $185,000 USD generic Top-Level Domain (gTLD) scheme is in reality a suffix-less, custom-made, designer, globally exclusive domain name. Well done ICANN, as it is what the world needs now. However, ICANN has never mentioned this special marketing feature to date, as this suffix-less quality alone brings a major and a very positive revolution in cyber branding architecture for the net savvy marketers and dramatically changes the global thinking which has been primarily locked into a suffix based mentality when trying to reach for anything on the net; what name and what suffix? more
ICANN, the Internet Authority is up against the wall, and here are the top five reasons for which it may simply drop its greatest revolutionary idea of offering a brand new type of a designer domain name to fit the next generation of widely expanded Internet and cyber realities of tomorrow. This new proposed platform will surely revolutionize the marketing and branding for big and small businesses around the world, offering highly affordable tools for global reach than ever before but the strong opposition would like to kill this idea. more
Today, there are hundreds of once highly protected famous name brands, which were backed by multi-million dollar promotional budgets, now commonly used in daily lingo as generic names, as it was their huge popularity that made them lose their trademark protection. So why is the use of famous trademarked names as 'verbs' in our daily language feared by the attorneys representing that mark? Now this calls for a closer look... more
The desired goal of most of the other countries other than US is to end up with their own local language suffixes, own local language domain names, basically their own Internet, with its own domain registration policies -- in a nutshell, a very big and a very complex global mess, indeed. This fight over ICANN, the Internet Corporation for Assigned Names and Numbers, is all about a golden key, as without it, the Internet is completely useless. ...It's also ICANN, the organization that from the start has made some very stringent and often very weird policies about such issues as the golden keys. Now its global authority is being challenged, and such fights could divide the power of this controlling body, and any adverse outcome will simply split the Internet. more
There soon will be a central place for Web surfers to dwell in a forbidden cyber land of adult fantasies, sex, dark rituals and total taboos. Finally, ICANN has given in to the pressure and has tossed a big rock across the turbulent e-commerce ocean. It has approved a new suffix, .xxx, for adult-only porn sites, creating ripples and debates in ever so confusing global cyber branding times when cyber global domain name challenges are being fought in the complex earthly trademark realities. Three things are bound to happen... more
Naming for today's global e-commerce is very fragmented and every corporation is trying to cope with little or no guidance at all. When a name fails to deliver a clear and distinct message no amount of bizarre branding ideas will ever save it. Now to check on the health of a name here are some key reasons and if not corrected, a name will endlessly shout and eventually die. more
A corporate name of any merged entity, at best, is really an outcry from the deep bottom of a corporation, all in search of attention and in pursuit of fame and glory. Whether you read a corporate brand name in a column, see it in a phone book, hear it on a radio, TV or come across it on the web, the name is always, a real show-off with a desperate mission to seek all the attention it can get...a corporate brand name is the single most important issue of corporate communications today. Equally, a domain name, the twin of a corporate name, still as to most CEOs, it is the most misunderstood term of corporate communications. Even now, domain name issues are often left to webmasters, ISPs and, sometimes to lawyers. It has yet to earn the respect as the single most important issue of e-Commerce and also to earn the respect as a real and a true passkey for global access for the web. more
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