.brands Industry Report – November 2021

.brands Industry Report – November 2021

.brands Industry Report – November 2021

Welcome to the .brands Industry Report for November 2021. In this edition you’ll find:

  • An interview with JP Morgan Chase’s Head of Brand Protection, Deborah Atta-Fynn on managing a domain name portfolio and the IP challenges facing multinational organizations in the digital world
  • The .brands Spotlight Series where we focus on the latest offerings from both .apple and .amazon
  • The showcase where we highlight a selection of the best .brand usage around the world
  • The latest stats on everything .brands in our ‘By the numbers’ section.

We hope all of our readers are safe and healthy and thanks for taking the time to read the latest edition of the .brands Industry Report.

Issue Archive

April 2021

September 2020

April 2020

August 2019

February 2019

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

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

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.brands Spotlight: ads.amazon

.brands Spotlight: ads.amazon

.brands Spotlight: ads.amazon

It’s been almost ten years since the application for .amazon was submitted to ICANN and for the majority of this time, it seemed entirely possible that the global giant may not have the opportunity to get its own .brand.

However, the team at Amazon worked their way through a myriad of ‘interesting’ policy and international governmental challenges to finally get access to .amazon last year and the launch of the TLD in the last few months is big news for the .brand community.

Creative use of .amazon should come as no surprise however. Amazon have been incredibly active in the new TLD program through the submission of over 70 TLD applications, numerous launches of generic TLDs to date and of course, the extensive use of .aws in global campaigns that we have commented on regularly here at makeway.world. 

A number of redirects are in place for the key Amazon brands – including prime.amazon, kindle.amazon and alexa.amazon – but these seem to have minimal activation to date.

However, ads.amazon is the organization’s first foreray into using .amazon with some vigour and is designed to support Amazon’s advertising business which generates nearly 7 Billion in quarterly revenue according to recent reports.

What we really love is the use of ads.amazon/<code> as a short link on social media, replacing the previous link identity of advertising.amazon.com/<code> in April this year.

Screen shot of Amazon Ads tweet showing ads.amazon usage

We’ve long proposed that organizations invest in improving the link identity and consumer brand trust for their social media links given that scammers can create branded alternatives with ease.

Using ads.amazon as a link shortener delivers unprecedented security for Amazon and simply cannot be spoofed by cyber criminals.

What’s next for .amazon? Only time will tell.

What we can say is that we’re really excited to see what they come up with given their reach and historical focus on innovation and pushing the industry boundaries.

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

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.brands Spotlight: ads.amazon

.brands Spotlight: signtime.apple

.brands Spotlight: signtime.apple

We’ve long talked about dotbrands being a foundation for innovation for organizations that are seeking to break the mould and finding ways to bring content to life.

And just like that, Apple does what it is famous for – creating an incredible tool that provides a new service for one-on-one sign language interpreting for shopping and support assistance for customers – this time on a simple and memorable .brand domain signtime.apple.

Why do we like this so much?

Firstly, irrespective of the domain, this service is simply amazing, helping people with hearing difficulties communicate with AppleCare and other retail customer services by using American Sign Language (ASL) in the USA, British Sign Language (BSL) in the United Kingdom and French Sign Language (LSF) in France through their web browsers.

Customers visiting Apple Stores in those countries can use SignTime to remotely access a sign language interpreter without booking one ahead of time.

In their May announcement, the company advised their customers that they were releasing;

“…powerful software features designed for people with mobility, vision, hearing, and cognitive disabilities. These next-generation technologies showcase Apple’s belief that accessibility is a human right and advance the company’s long history of delivering industry-leading features that make Apple products customisable for all users.”

We think that’s super cool.

From a .brand top-level domain perspective however, it just gets better and better.

Apple have been relatively modest in their efforts with .apple to date, registering 30 domains in the .apple extension since it’s launch in 2016. This includes some of the sites we have reviewed previously on makeway.world such as applemusicforbusiness.apple and newsroom.apple (ironically where we found this signtime.apple announcement too!).

They have used a mix of redirects to broader sites and microsites with .apple but the fact that this lives on its own simple and memorable domain works brilliantly as this is exactly the sort of ‘non-core’ content that a .brand can bring to life when avoiding long and uninspiring domain structures off apple.com which is already an incredible complex domain to manage in and of itself.

This appears to be part of Apple’s journey into providing assistance for people with disabilities as it is promising additional services for the hearing and visually challenged later this year.

But for now, we simply say bravo! This is exactly what .brands should be all about and we can’t wait to see what’s next from Apple.

 

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

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.brands Industry Report – April 2021

.brands Industry Report – April 2021

.brands Industry Report – April 2021

Welcome to the .brands Industry Report for April 2021. In this edition of the report you’ll find:

  • An interview with FOX Corporation discussing the impact that .fox has had for their organization
  • An update on the next round of new gTLD applications following a recent report that was sent to the ICANN Board
  • The latest spotlight series where we focus on how the .youtube extension is being used to support some amazing innovations for the world’s largest video streaming service.
  • The showcase where we highlight a selection of the best .brand usage around the world
  • The latest stats on everything .brands in our ‘By the numbers’ section

We hope all of our readers are safe and healthy and thanks for taking the time to read the latest edition of the .brands Industry Report.

Issue Archive

September 2020

April 2020

August 2019

February 2019

August 2018

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

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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.

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.brands Industry Report – September 2020

.brands Industry Report – September 2020

.brands Industry Report – September 2020

Welcome to the dotbrands Industry Report for mid-2020. In this edition of the report you’ll find: 

  • An introduction to GoDaddy Registry’s new website: registry.godaddy
  • An interview with Sky Group on how they are managing their global digital IP
  • An analysis of using your .brand during the COVID-19 crisis
  • The showcase where we highlight a selection of the best .brand usage around the world
  • The latest stats on everything .brands in our ‘By the numbers’ section

We hope all of our readers are safe and healthy and thanks for taking the time to read the latest edition of the dotbrands Industry Report for 2020.

Issue Archive

April 2020

August 2019

February 2019

August 2018

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.

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KPMG drops .com and moves to home.kpmg [pt. 2]

KPMG drops .com and moves to home.kpmg [pt. 2]

Close up of chessboard with man moving king piece

KPMG drops .com and moves to home.kpmg (part 2 of 2)

By Tony Kirsch – Head of Professional Services, GoDaddy Registry

 

This is the second and final excerpt from of our exclusive interview with KPMG as they discuss their successful move from kpmg.com to home.kpmg as their global web presence. 

A full copy of the interview is available in our April .brands Industry Report.

In this piece, we explore what work was undertaken by KPMG to ensure the success of such a high profile global transformation project with KPMG’s Senior Digital Transformation Manager, Domenic Torani who speaks with Tony Kirsch.

 

Tony Kirsch: Do you have an idea of the number of pages or the amount of content that you needed to move the content from kpmg.com to home.kpmg? 

Domenic Torani: I can’t speak to specific numbers per se, but as I touched upon earlier, our CMS houses well over a million pages. A million pages of content, different landing pages, home pages. Again, it’s across 150 member firms and it’s their whole respective digital assets that sit on that one single domain under numerous folders.

The first step for us was a full audit of our web content because if you’re an organization the size of KPMG, you’ll uncover stuff that you never even knew and you’ll start saying “this is interesting, we didn’t know we had that’.  This is a lot of work, but it’s actually given us the ability to have a clean look at what we have and its role in our future – it really allowed us to align our content and redirect approach.

So, as big as SEO was for us, I would say the second largest proponent that we had to ensure that was in place was redirect logic. This is huge, that was another part that was either gonna make or break your SEO or even your platform working the next day.

But we actually walked away from this saying we did two things in preparing for the migration really well – specifically SEO and managing the redirects.

Tony Kirsch: What can you share with us about ‘Migration Day’? What was your approach and how did it work from a technical and stakeholder feedback perspective?

Domenic Torani: There’s never a good time to do something like this. So when picking a date, you  obviously do your best to pick a point in time where it have the least impact. I think different firms would see this differently depending on the locations, access to resources during holiday period, timezone requirements etc.

In our case, we had decided to upgrade our CMS to the most recent version at the same time and this lined up for us to actually fall along exactly at December 29th just going into New Year’s. From there we developed a full cut over checklist, making sure that we had the proper groups contribute and had all these proper groups on standby and available on the phone, email thread etc. available on a central hotline we created to handle any queries. I’d say we had 20 to 30 people available at any one point, ranging from our internal groups to our external vendor that controlled the most important aspects of our technology – for example, our Content Delivery Network and other different technologies.

Tony Kirsch: So, if you cast your mind back to that three-week period that you mention you know you’re holding your breath, what’s happening to the SEO? Can you sort of tell us a little more about what you’re seeing in those reports what the general trend is?

Domenic Torani: Well, with something like this you’re really holding your breath for the next several weeks after migration, despite the months of planning.

In the days following the switch, the SEO doesn’t disappear, it’s all still there. At the end of the day, the browsers are smart acknowledge what’s going on and there are some changes for sure, bu we were focused on watching our overall SEO ranking – in particular, monitoring the SEO strength of the kpmg.com domain which we knew very well, against the home.kpmg domain.

What we saw was not a fall, but rather a slow decrease naturally in one, and increase in the other. To clarify, I don’t mean it’s a 1:1 rise and fall. In our move to home.kpmg we had in many cases removed some of the historical SEO ‘best practices as we knew they were no longer relevant in today’s algorithms so the engines were analyzing the sites differently.

In the past, in terms of how SEO logic worked, you built up your SERP and your equity based on older rules. If it’s working, the browsers and the algorithms from Google or Bing are smart enough to not mess with that but this migration gave us the opportunity to apply all the latest logic.

I would say it took several months and monitoring to see the domain equity move from your old domain completely over to the new one. We can see the trend is now is going up and we keep following that week on week out. All the SEO redirects are working and the rankings just keep improving and it’s actually much better overall than what it was before.

 

Class full of students with raised hands

 

Tony Kirsch: A year down the road, what’s the general feeling about the move? What’s what sort of feedback you received from a project perspective? 

Domenic Torani: So, to speak as someone being very close to the project, we have not gotten any negative feedback internally which is a great thing. At the same time, we have receieved a little bit of insight from our member firms in terms of what’s good and they can see we’re trying to be maybe forward-thinking technologically.

What I can tell you is that the folks that see our website are seeing it and noticing it. In our blogs and our promotions we’re using .kpmg wherever possible and when our members are promoting their activities, they are promoting the new Top Level domain also which is only increasing the awareness of .kpmg on global basis day by day.

And the majority of our member firms are excited about it because they’re obviously understanding what the end goal is and what this could potentially mean for them.

The naysayers and the haters that are out there obviously all have their own different perspectives and their view that awareness of .kpmg will have to grow over time may be accurate.

But there’s more to it in our view. We see this part of our commitment to innovation and evolving into new technologies and best practices and there’s a lot of other added benefits that we can see this adding over time. Granted, we’re only using a fraction of this potential right now and we’re already happy with the outcomes it’s generated for our business which is great.

What we can still do with .kpmg is so much more, so much bigger as .kpmg evolves. I can’t say that there’s been discussion of moving back. Everyone’s happy with, it’s become second nature for us to say home.kpmg and use .kpmg in our vocabulary.

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

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

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