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10 Reasons Why New gTLDs May Not Work For You

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.

1. Localization – Your offerings are focused on local markets and there is no agenda for a multi-directional outward expansion. True, there are millions of successful businesses comfortably paced and happily servicing their local customer base, but a gTLD is most suitable when there is a challenge to tackle unlimited marketing options and enlarge national or global visibility.

2. Discounted Pricing – You pursue a reduced price strategy over creating premium branded goods. Commoditized businesses nestled in their own culture all over the globe stay firmly streamlined with such thinking. A gTLD is for extreme value added models in pursuit of extreme image visibility and mindshare to earn premium profit. This tool is to assist in digital presence and brand name visibility.

3. Brandless Advertising – Your business has a fierce agenda to push more adverting and promotion but not necessarily branding. There are far more businesses using advertising without any clear image positioning mandate or branding. A gTLD is for well defined strategies on market positioning and high value brandable concepts to reach massive customer touchpoints. This platform is for well structured name identities leading charge for brandable offerings

4. Outsourced Talent – Your business model mainly outsources marketing, advertising, branding and IT components. It’s very common for businesses to avoid building highly skilled internal teams to integrate and create competitive advantage. A gTLD demands commanding knowledge from the internal teams to interact with highly specialized external services to achieve a comprehensive long term plan. It will allow sophisticated branding maneuvers and tackle futuristic issues.

5. Cyber-Oblivion – Social Media/Multilingulization/Cyber Branding is irrelevant in your successful organization. Organizations must either respond and interact with the rest of the cyber world or prepare to fall into an odd culture separated from the market reality. A gTLD is for aggressively pursuing the global 2 billion online users, driven by innovation and adoptability to global marketing needs in harmony with one internet one world, one name brand and one owner philosophy. It will fit with game changers mentality.

6. Budgetary Constraints – Your current sales volume or profit margins do not allow such expenditures. Almost all businesses are in a catch 22 trying to make such quantum leaps. The costs of gTLD are equal to production cost of a TV commercial. When properly applied, gTLD creates marketing weapons with maximum impact resulting in increased sales advantage and greater profitability. Under right applications it can replicate sub-domain-name branding at fraction of cost.

7. Cascade Effects – Your business model does not allow for the creation of unlimited customer touchpoints and multi-directional expansion. Most businesses structurally are not prepared for unlimited growth. A gTLD cascades downward when there are numerous applications for fully integrated social media and latest cyber technologies. It will spread outwards to increase customer touch points.

8. Convoluted Clusters – Your product and services name identities have become confusing and this lack of symmetry makes the costs prohibitive. Most businesses have either too few or too many brand names due to internal disparities and corporate politics supporting customer’s confusion. A gTLD program demands well defined naming architecture to enable distinct name identities to act as precise marketing weapons. It will force corrected rules and vision towards business naming issues.

9. Name Rejection – Your already established name identity has no elasticity for stretching over the canvass of global image and trademarking and it is unable to pass the stringent tests of ICANN. Last century regional names are not capable to fit the next generation of global digital cyber branding. Businesses must either ignore or face the glaring disfunctionalities of their names. A gTLD provides wings to a globally workable name pushing them into a higher stratosphere in the fastest time and at a minimum cost. The ownership of a gTLD name will attract global spotlights.

10. Brandless Empires – You are in the business of making money and have successfully done so. Every corner of this planet has such great examples and yet not every success results in a successful brand delivering value-added experience at higher returns. A gTLD is for those wishing to own exclusive ownership of a globally recognized cyber name identity device, earn the respect and support of national or global mindshare, offer high value premium brands, while pursuing market domination via name identity. Name identity ownership must match high caliber outward bound brandable ideas.

(Excerpted from DOMINATION, THE gTLD NAME GAME by Naseem Javed Copyright © 2012
by permission of Metrostate Syndicate)

By Naseem Javed, Expert: Global Naming Complexities, Corporate Nomenclature, Image & Branding

He is the founder of ABC Namebank, author of ‘Domination: The GTLD Name Game’, syndicated columnist, keynote speaker and specialist on global naming complexities.

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