Four Benefits of a .brand

Four Benefits of a .brand

4 Benefits of a .brand

From building trust to engaging more deeply with your customers, the benefits of a .brand can be as unique as your brand itself.

1. Create a Trusted, Secure Space 

“If it doesn’t end in our .brand, stop. It isn’t us.” Teaching customers this simple trick will let them know whether or not they’re on a legitimate site—and more importantly, if their personal information is in the right hands. With a secure .brand name space, you’ll build confidence and trust.

2. Localize and Personalize 

A .brand lets companies create deeper relationships with local sales agents, licensees, franchisees, and even customers. Imagine the brand value of having every sales person around the world using “TheirOwnName.brand” microsites. Think of the greater loyalty that would result if every customer logged into a TheirOwnName.brand portal.

3. Out-innovate the Competition 

Launching a .brand can provide the ultimate strategic competitive advantage, giving a first-mover head-start that cannot be easily replicated. In an age of disrupt or be disrupted, .brands have the opportunity to redefine the competitive landscape.

4. Market with Precision 

Launch an infinite number of new products, tools, technologies, campaigns, communities, apps, and more, all on the perfect, branded web addresses, and without the hassle of negotiating with domain squatters. More importantly, a .brand gives you access to DNS-level data, providing consumer intelligence to empower more targeted offers and campaigns.

This is just a starter list. Once your wheels start turning, the possibilities will take off.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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www.usa.fage

www.usa.fage

www.usa.fage

FAGE (pronounced ‘fa-yeh’) began its business in 1926 with the first dairy shop in Athens, Greece. It’s now available in a number of countries, and customers in the USA can find product information, company history and North American store locations at the new US-centric website www.usa.fage.

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Why Did Saxo Bank Move its Homepage to home.saxo?

Why Did Saxo Bank Move its Homepage to home.saxo?

business-bank-finance-website

Why did Saxo Bank move its homepage to home.saxo?

This piece was originally published in full on LeapRate. It has been republished with permission.

Saxo Bank’s decision to dump saxobank.com for home.saxo got a lot of attention and went viral on social media. 

Anna Granholm-Brun, Senior Digital Strategist at Saxo Bank, explained some of the strategy behind the transition.

“There were four main arguments that lead us as a group to decide to move from .Com to .Saxo.

First off, being a first-mover within the area of technology and innovation is a familiar position for Saxo. Early on we could see that there were clear benefits for using branded TLDs (Top Level Domains). We thus started the application process for our own TLD back in 2012, so this has been long under way. In summer 2015 our TLD was activated and few months later we launched our global institutional site on www.markets.saxo and later our Saxo Academy with www.academy.saxo.”

“Second, was the ability for TLDs to further communicate a high level of security for visitors engaging with the site. As the owner of .Saxo we are in full control over any site launched under that TLD. Security is something we know clients place increasing importance on due to the growing issues that many large companies are facing with protecting private information. By taking yet another step to protect our visitors and their experience on our sites, we are able to continue to grow the trust and confidence they have for the Saxo Group brand.” 

“We saw the .saxo TLD as yet another opportunity to enhance the user experience that visitors have when engaging with Saxo’s digital entities.”

“Third, we saw value in the increased level of branding flexibility that came from consolidating our URL structure – enabling us to both highlight the head brand and the local brand in their own relevant and unique ways. The level of complexity within our website management and URL structure was rigid and prevented us in some cases from responding quickly to market fluctuations, and scaling where we saw opportunity. Although moving everything over to .Saxo is not a silver bullet to enable this, it is part of the equation. 

Lastly, we saw the .Saxo TLD as yet another opportunity to enhance the user experience that visitors have when engaging with Saxo’s digital entities, by simplifying our URL structure, site content and the journey towards becoming a client with Saxo. Every single touch point in the user journey towards joining Saxo matters, and this was yet another effort to make that experience with Saxo enjoyable and effective.”

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Six Things You Can Do Right Now with Your .brand

Six Things You Can Do Right Now with Your .brand

6 Things You Can Do Right Now with Your .brand

Maybe you have a .brand and are ready to launch domains, but are thinking, “Well, it’s new, so that means time and hassle.” Take a cue from early adopters and you’ll see there are plenty of ways you can use your .brand right away—most of them pretty simple to achieve.

1. Create marketing campaign pages.

A great example is next100.bmw. Celebrating its 100th anniversary, the German automotive giant has launched a site for its vision for the next 100 years – in particular, offering an “Interactive Experience” that features its concept car, BMW for VISION NEXT 100. The site stands alone as the primary source of information on the VISION NEXT 100, but also links back to and works in conjunction with the bmwgroup.com website.

Even a lower-budget campaign page would benefit from your .brand, thanks to its shorter, more memorable URLs, for instance, springsale.brand or BOGO.brand. It’s a chance to experiment and even do A-B tests with URLs.

2. Send job-seekers to your .brand.

A number of .brands are testing the waters with careers pages. View careers.bloomberg as a smart example of this. Organizations are using a different kind of direct navigation with their .brand space to offer potential recruits a fresh and innovative place to work.

3. Showcase community involvement, promotions, or news.

As with careers portals, you can test your .brand with low-risk informational pages. Get a sense for how your new TLD can complement your main website by introducing your new namespace to your internal stakeholders, communities, the media, and others— as supermarket chain Leclerc did with its Disneyland competition campaign on disneyland.leclerc

4. Post perennials like your annual report or corporate holiday card.

Impress investors, analysts, and the media by making their busy lives easier—offer your annual report via an intuitive web address. Global insurance brand AXA and Swedish industrial giant Sandvik did just that at www.annualreport.sandvik respectively.

Or put the tired old company holiday card on your .brand TLD. Maybe the spiffy new digs will inspire a rush of creativity.

5. Design pages for specific activities.

Check out www.apply.latrobe, the newly designed student application page for La Trobe University in Australia. Its function is ultra-specific: make it easy and appealing for students to apply. The page succeeds with a fun, colorful design aimed at the target audience, plus simple, clear instructions. And how easy is it to remember the URL? Genius.

6. Create new email addresses.

The Neustar Registry team is currently in the process of moving to @registry.neustar email addresses versus addresses @neustar.biz. Introducing your .brand TLD through its email addresses is a great way to promote it across your business’ audiences and get buy-in from internal stakeholders.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Google Launches Corporate Blog ‘The Keyword’ on .google Domain

Google Launches Corporate Blog ‘The Keyword’ on .google Domain

Google Launches Corporate Blog ‘The Keyword’ on .Google Domain

As momentum builds in the world of .brands, there are some major players we as an industry have been watching closely for an indication of how their branded TLDs will become part of their digital strategies.

By Tony Kirsch
Head of Professional Services, Neustar

.brand websites like these from high-profile tech leaders and influencers can be the best publicity for brand TLDs as a whole; as their involvement and buy-in acts as a significant endorsement of the .brand movement. 

In the past few days we’ve seen another .brand website launched from one of the tech industry’s biggest players: Google.

Google has launched a new corporate blog at www.blog.google. Entitled The Keyword, Google describes the site as a “new central source for news and stories about Google.” It brings together “all the stuff we had across 19 blogs, in one place… If you’re looking for something from Google from now on, chances are it’s here.”

The launch of The Keyword has already gained media attention from tech and industry news platforms, with Mashable describing the new address as “the admittedly quite cool web domain ‘blog.google'”.

“This is the first widely publicized, non-domain industry website Google has released on its .brand TLD.”

This isn’t the first .google domain to be released. In April Google switched its Registrar website to www.domains.google and last year, its April Fools’ prank involved a mirrored version of the search engine on www.com.google

However jokes aside, this is the first widely publicized, non-domain industry website Google has released on its .brand TLD. Not only that, but positioning The Keyword as the primary source of Google blogs and news going forward aligns the .google web address with its future strategy and indicates some planned longevity for the domain — a very forward-thinking strategy for .google.

A search for “Google Blog” still returns the legacy address googleblog.blogspot.com as the first result, however this redirects to the new .google address.

We noticed that the domain chosen wasn’t ‘keyword.google’ or ‘thekeyword.google’ to match the new title of the blog. While this may be coming further down the track, using the generic term ‘blog’ is perhaps a more clever strategy for ensuring the blog can be easily found without relying on visitors remembering the exact brand name. 

Google’s corporate and product blogs host thousands of articles that are frequented by countless tech evangelists. Now, every one of these visitors will be exposed to the .google domain and will slowly become accustomed to using the new extension when they want to visit the official Google location. 

This sort of publicity is invaluable for the broader .brands community and we look forward to seeing more updates from www.blog.google soon. 

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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