Introducing the .neustar Launch Guide

dotneustar dotbrands launch guide TLD strategy

Introducing the .neustar Launch Guide

Today we’re pleased to announce the release of our .neustar Launch Guide – a step-by-step outline of how we got our .brand TLD to launch.

If you’re one of the 550+ companies that have already applied and received approval for your own TLD, this document is designed for you. It’s a detailed look at what we learned as we planned, executed and launched our .neustar TLD.

Quite simply, we believe .brand TLDs represent one of the major pillars for the future of the Internet. The possibilities for creativity and innovation are nearly endless. And we’re not alone – dozens of Fortune 500 companies have already joined the movement and launched their TLD.

Moving to .neustar was about more than promoting our own Registry Services capabilities. If we are going to talk the talk about TLDs, then we need to walk the walk. There is no stronger statement for a product or service than using it yourself, and we’re incredibly excited to be among the pioneers in this space.

This document will provide you with important tips, hints and suggestions based on our own experiences so your .brand launch goes as smoothly as possible. By sharing what we’ve learned in this Launch Guide, we hope to inform and empower other .brands with the know-how and resources to launch their own TLDs.

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About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
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The .neustar Launch Guide

The .neustar Launch Guide

The .neustar Launch Guide

.brands .neustar launch guide Neustar TLD strategy dotbrands dot brands

Unleashing the Power of a .brand

At Neustar, we truly believe .brand Top-Level Domains (TLDs) have a huge role to play in putting the power back into the hands of marketers.

By empowering customers to connect directly to specific online information from the organizations they love, companies will see an increase in the efficiency of advertising, enhanced customer loyalty and meaningful impact to the bottom line.

We’re so confident that .brands represent the future of the next generation of the Internet that we launched our own .neustar TLD to truly “walk the walk”. Learn how we planned, measured and launched our branded Top-Level Domain in this .neustar Launch Guide.

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

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
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.brands Spotlight: Neustar

.brands Spotlight: Neustar

.brands Spotlight: Neustar

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on Neustar’s use of its .brand TLD.

Summary

In December 2017, global information services company Neustar, Inc. announced the move of its online assets from neustar.biz to its branded .neustar TLD. This was one of the most complete transitions to date, including a newly-designed website, individual pages for key business units, a full switch to .neustar email addresses for all staff and other initiatives.

As both a .brand applicant and a Registry Service Provider for other .brands, Neustar has promoted its unique position as one of the first to ‘go big’ in its TLD launch as well as its transparency in outlining its approach, its successes and its biggest obstacles.

Key statistics

Total domains registered

  • Proportion of active domains (resolving or redirecting) 83%
  • Proportion of overall IT industry domains 57%

Overall rank by domains registered

Key use cases

Industry spotlight: Improved user experience in the Neustar environment

Rethinking traditional website structure

Perhaps the most significant feature of Neustar’s transition to .neustar is the redesigning and restructuring of its corporate website. Previously located on neustar.biz, Neustar’s homepage now lives on home.neustar – following the trend of ‘home.brand’ registrations that have been created in over 50 brand TLDs.

In addition to switching the homepage address (and using the opportunity to redesign the site), Neustar converted its existing business unit sub-pages into their own sites on the .neustar domain. For example, Neustar Marketing Solutions now lives at marketing.neustar and Registry Solutions can be found at registry.neustar.

This strategy taps into one of the strongest benefits of .brands: creating domains that are memorable, intuitive and instantly branded, allowing for easier direct navigation to the information. In addition, while the sites have been designed with the same look and feel to appear seamless when moving between them, having them function independently allows the Solutions groups to customize the user experience as needed for campaigns and audience targeting.

Neustar uses redirects here to mimic standard website structure, meaning that any of the business unit sites can be access from a menu on the homepage as would be the case in a traditional single-domain website. This master navigation has been replicated across all sites to allow easy access to all Neustar information despite the unique website structure.

Want to learn more about .neustar?

Using a redirect strategy to encourage direct navigation

Among its 600+ .neustar domain names, Neustar has set up 495 (or 80%) as redirects, forwarding visitors to other new or existing locations on Neustar’s website. These include the likes of blog.neustar which takes visitors one layer deeper into the site and directly to the company blog; lisahook.neustar which redirects to information on Neustar’s leadership team including CEO Lisa Hook; and ddos.neustar which forwards to a DDoS protection service page within the Security Solutions business.

This strategy, which has been adopted by many .brands including Audi, has both proactive and defensive motivations. Some of the redirects capture common misspellings or potential errors so that users who misremember a domain are still able to locate relevant information, ensuring a clean user experience and protecting against lost traffic.

More strategically, redirect strategies such as that employed by Neustar allow .brands to move towards an ‘anythingyouwant.brand’ approach for customers. That is – for most of the conceivable terms people may think of in relation to Neustar, visitors can type in whatever word or phrase they like and just add .neustar to find a relevant page on the Neustar site. This allows savvy users to bypass gatekeepers like search or social media and find what they’re looking for from Neustar quickly and intuitively.

A very public .brand launch

In addition to its initial press announcement, Neustar broadened the publicity of its .neustar launch with other initiatives such as a highly-trending piece on Forbes BrandVoice, a widespread digital advertising campaign, an upcoming webinar from its Registry team covering some of the operational and technical steps that went into the launch, and a variety of other content and resources developed from its first-hand experience.

While the usage of .brand domains skyrocketed throughout 2017, few brands have been so public in launching their TLDs as Neustar. This obviously ties in well to Neustar’s position within the domain name industry but is also a demonstration of the level of buy-in across the organization, as the project and campaign encompassed areas of IT, marketing, legal, customer support, Registry and more.

A campaign of this scale has the dual purpose of promoting Neustar’s efforts with .neustar as well as drawing attention to the .brands space as a whole.

Conclusion

Neustar has undertaken one of the most complete transitions to a .brand TLD to date, covering a wide spectrum of its digital assets and incorporating a widespread promotional campaign to educate and inform customers and the general public about how .neustar works and why Neustar made the move.

While the Information Technology sector could intuitively be expected to lead the way in .brand TLD usage, Neustar is the runaway leader in its industry with regards to domains registered and overall usage. Neustar’s involvement in the domain name industry, as well as its desire to be a digital leader in the .brands space, mean this is one of the most highly-publicized, transparent .brand launches to date and will continue to provide insights and guidance for other .brands as it continues.

Subscribe

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

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal

grow.google

grow.google

Grow with Google is an educational initiative from Google that aims to “help everyone across America – those who make up the workforce of today and the students who will drive the workforce of tomorrow – access the best of Google’s training and tools to grow their skills, careers, and businesses.”

Subscribe

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

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal

Three predictions for .brands in 2018

Three predictions for .brands in 2018

Three predictions for .brands in 2018

By Tony Kirsch
Head of Professional Services, Neustar

As I wrote in my 2017 recap, last year the .brands space certainly did not disappoint. I’m not ashamed to admit I’m an optimist and an evangelist when it comes to .brands, but 2017 truly was a year of exciting launches and building momentum.

So, now that over 200 brands have launched their TLDs, and we’re seeing usage expand, diversify and truly push the boundaries, what can we expect to see in 2018?

And of equal importance, will 2018 be the year that ICANN finally gets moving and delivers the second round of new gTLDs to the community?

1. Social media continues to lead the way

Many marketers will know social media can be both a blessing and a curse. Connecting directly with customers has never been easier – but the platforms change by the day and the goal posts are constantly shifting. To survive, creativity and innovation are key. That’s why it was really exciting to see the use of .brands in social emerging as a trend last year, particularly in the last six months. We’ve seen huge organizations like Citi, HSBC and Philips lead the way and this is really just the beginning.

In fact, I’m going to suggest that this will be the year where we all sit back and reflect by saying “what the hell were we thinking?” when it comes to using horrible links in our social media. I’m seriously excited about how .brands could make waves in the world of social by showing marketers that there’s a better way to do things. This will definitely be a space to watch as the year develops.

You can read more about why social media and .brand TLDs are a match made in heaven in my blog Did you ever stop to think what the ‘link’ is all about?’ or my colleague Corey Grant’s piece on 5 reasons to use your .brand in social media’.

“In fact, I’m going to suggest that this will be the year where we all sit back and reflect by saying “what the hell were we thinking?” when it comes to using horrible links in our social media.”

2. Security remains a key selling point

The ability to create domains in your .brand TLD that can’t be replicated, imitated or malevolently acquired has resonated with many .brands since the beginning, and now more than ever organizations are seeing the benefits of increased consumer trust and one extra layer of defense in their cybersecurity arsenal. In fact, it was one of the main features that helped us gain buy-in from Neustar leadership to launch our own .neustar TLD.

I’m predicting this to be a true motivator as the year rolls on, as organizations educate their customers that ‘if it doesn’t end in our .brand, it isn’t us.’

3. .brands as the basis for digital disruption

Finally, 2018 will likely feature many brands challenging the status quo of digital, using new technologies in conjunction with their .brand to develop new tools and techniques for engaging with customers. In particular, we’re just beginning to see how Blockchain technology could interact with new, owned digital platforms like .brands to create unique new ways for consumers and brands to interact online. AXA’s use of Blockchain for its fizzy.axa site is just one great example of this – check out the explainer video on the site for a cool introduction.


 

We’re no longer talking about a handful of examples in niche, technical industries. The .brands space now encompasses a huge number of the world’s biggest brands, ready to reap the rewards of more direct customer relationships.

2018 is set to be a momentous year in .brands, and we’re thrilled to be part of the movement that is truly revolutionizing digital.

Subscribe

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

About MakeWay.World


The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch


We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

Copyright ©2016 Neustar, Inc. All Rights Reserved.
Privacy | Legal