Introducing MakeWay.World

Introducing MakeWay.World

Introducing MakeWay.World!

It has been a long road to get here, however we feel incredibly confident that a revolution in digital branding is upon us and will forever change the way companies engage with their customers.

By Tony Kirsch
Head of Professional Services, Neustar

It will come as no surprise that our team at Neustar is truly passionate about the .brand space and sees this as one of the greatest digital marketing opportunities to ever appear for organizations. 

It has been a long road to get here, however we feel incredibly confident that a revolution in digital branding is upon us and will forever change the way companies engage with their customers.

On a personal level, I’ve been incredibly passionate about the potential of .brands for nearly eight years. Working with some of the world’s largest and most innovative companies on this type of innovation is something I look forward to every day.

Importantly, the sense of being involved in ‘something huge’ has never been stronger than it is today – and that same sense of excitement that was collectively felt by the Neustar team is what drove us to build this wonderful hub for information, resources, insights and inspiration on all things .brands for anyone to use.

“The sense of being involved in ‘something huge’ has never been stronger than it is today.”

So what can you expect to get from this site? 

We’ve deliberately designed this site to provide a range of information for different audiences, conscious that people around the world are becoming aware of the .brand movement at different speeds.

For example, if you’re new to .brands this site will be a place to learn the basics, discover the history of the .brand market and have some of its complexities demystified.

For those who are already part of the domain name community or are more familiar with .brands, we wanted to build a platform to compile all the most recent happenings and provide an opportunity to learn from Neustar experts as well as a variety of global leaders in domain names, marketing and branding.

And over time, we’ll of course add lots of new features and options for the community to understand what’s happening in the .brand space globally.

What to expect from the site

Within the site there are four key sections:

What is a .brand? will compile the basics – how do we define a .brand, how did they come to exist, the benefits of owning and launching a .brand TLD and some FAQs and glossary terms.

The Showcase will highlight active .brand websites for interested parties to see real world usage of these domains.

Latest News will be the most up-to-date source of news on .brand activity and announcements from around the world.

In Resources you’ll find guidance and information from our internal experts. Anything from the logistics of applying for and operating a .brand TLD, to rollout strategies and the challenges of ongoing compliance and maintenance.

We’re thrilled to be launching MakeWay.World today. We hope you find it of value and encourage you to share your feedback with us, as well as your own experiences in the .brand space. Together we can ensure that .brands help to make a significant difference in the digital ecosystem for many years to come.

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

Subscribe

Stay up to date with the latest .brand news and views by entering your email below.

You may unsubscribe at any time.Unsubscribe

MakeWay.World is the online hub for news, resources, tips and inspiration on .brands from global dotbrand experts.

dotbrand dotbrands neustar logo

Aussie Football Code Makes Habit of Brand Innovation with Its Branded TLD

Aussie Football Code Makes Habit of Brand Innovation with Its Branded TLD

Aussie Football Code Makes Habit of Brand Innovation with Its Branded TLD

The world’s first sporting code to launch its own branded Top-Level Domain (TLD) has continued to flex its innovation muscle with a creative new endeavor.

By Tony Kirsch
Head of Professional Services, Neustar

The Australian Football League (AFL) has added coffee.afl to its existing line-up of .afl sites. The dedicated website offers fans the chance to buy team branded coffee pods, with proceeds going to support their clubs. This is not only a creative use of the .afl TLD, it is also something that benefits fans, clubs, a local coffee supplier and most importantly strengthens the AFL’s brand as leaders in the digital space. 

To the best of my knowledge, this is the first time a brand has commercialized its new TLD in such a way. This opens up a whole new world of possibilities for many .brand owners out there looking for ways to maximize the return on their TLD investment. For example, could this pave the way for partnering with sponsors — think ‘www.nab.afl’ or even ‘www.toyota.afl’ , some of the AFL’s biggest corporate partners.

“The opportunities are endless, and all it takes is a bit of imagination and some gusto to bring a .brand to life and put it to work.”

The AFL’s approach from the outset has been to use a mixture of different strategies to get the most from its TLD. The site www.play.afl, has a grassroots focus designed to build community engagement in the sport (see related story), and hospitality.afl has a corporate events focus. This is in addition to registering and using domains for internal use only, which is helping to build familiarity and internal buy-in. 

It has been fascinating to watch the AFL use .afl in ways that are both adventurous and just commonsense for such a flexible new digital tool. As the .brand evolution continues to take shape, I look forward to seeing what other brands come up with.

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

Subscribe

Stay up to date with the latest .brand news and views by entering your email below.

You may unsubscribe at any time.Unsubscribe

MakeWay.World is the online hub for news, resources, tips and inspiration on .brands from global dotbrand experts.

dotbrand dotbrands neustar logo