This New TLD is Changing the Game to Fund a Cure for Cancer

This New TLD is Changing the Game to Fund a Cure for Cancer

On World Cancer Day, February 4, 2015 the Australian Cancer Research Foundation (ACRF) opened a new front in the war on cancer. The non-profit launched its own Top-Level Domain (TLD), .cancerresearch, opening up bold possibilities in education, funding, and finding a cure.

Making It Easier to Learn and Help

.cancerresearch promotes the work of scientists dedicated to beating this horrible disease. The TLD’s naming structure is intuitive for end users, making it easy to find the content they want. For instance, there’s,, and Each domain name clearly describes what you’ll find on the site.

Sources of Relevant, Trusted Information

The massive funding required to beat cancer means “game-changing innovation,” said Tony Kirsch, Head of Professional Services at Neustar, in a blog on Circle ID. He said ACRF is showing how to use a .brand for “a higher purpose, something that could genuinely disrupt the status quo, something that is necessary to beat a disease that has impacted the lives of so many.”

Added Kirsch, “With over a billion websites in existence today, there is already so much content available online, and as a result, Internet users are really looking for beacons of relevant, targeted information from sources they can trust.”

It doesn’t hurt that these sources all link to the same fully branded web address. People who want to help the cause can learn, be inspired, share, and donate with confidence.

CERN, Birthplace of the Internet, Launches Its .brand

CERN, Birthplace of the Internet, Launches Its .brand

Where does an amazing legacy of innovation lead? To a .brand, where the tradition continues.

CERN, the European Organization for Nuclear Research, has gone live with the website Founded in 1954 to probe the structure of the universe—think particle colliders, dark matter, and other rarefied topics—CERN also invented the World Wide Web in 1989 to enable information-sharing between global scientists.

Using Its .brand to Educate and Inspire

Tim Berners-Lee, a British scientist at CERN, created the first website which was hosted on his NeXT computer. The website described the basic features of the web, how to access other people’s documents, and how to set up your own server. Go to to learn how CERN is restoring some of the original site,

As it evolves in the future, CERN’s .brand domain will help to educate and inspire people across the globe—and take the organization’s elite reputation to even greater heights.

CERN Disrupts Once Again

Tony Kirsch, Head of Professional Services at Neustar, reported on Circle ID, “It’s incredibly fitting to see the birthplace of the World Wide Web join the latest evolution of Internet innovation.” He added that a .brand “is a perfect match” for an organization whose reputation is steeped in historic change.

Kirsch also noted the significance of using the ‘home.brand’ naming structure. He said that at the time of writing, 36 .brands to date had created their ‘home.brand’ domain, “indicating a strong movement towards using the ‘home’ label as the global standard for the home page. We’ve even seen the creation of ‘maison.brand’ (home in French) by a largely French-speaking organization.”

In its work, CERN helps to illuminate the fundamental laws of nature. Now these scientists are teaching marketers about the laws of disruption, too.

BMW Parks the Future on Its .brand

BMW Parks the Future on Its .brand

Buckle up and get ready.

To celebrate its 100th anniversary, BMW is using a .brand microsite to roll out a concept car for the next 100 years. Go to and behold the Vision Next 100, which auto site The Verge calls “one of most insane concept cars BMW has ever conceived.” The microsite is an elegant use of .bmw and the perfect home for an ultra-cool interactive tour.

Go the Site and Take the Tour

Discover how the Vision Next 100 will come to the curb and pick you up, plus open its wings in welcome as you approach. Learn how the car performs as your Personal Companion, with dashboard alerts to your immediate environment and a windshield that functions as a computer screen, updating you to traffic reports and personal items like emails and appointments.

Parts of the car even change form—yes, you read that right—for example, closed wheel arches that move in sync with the wheels and a driver’s seat that softens in auto-drive mode and stiffens to support you when you’re ready to pilot.

The Vision Next 100 is in sync with something else, the Internet of Things. To get a view a marketer’s view of its value, see this Neustar blog.

.bnpparibas Leads the Next French Revolution

.bnpparibas Leads the Next French Revolution

Last year, customers of the world’s fourth largest bank received a curious message. Paris-based BNP Paribas wrote: “Bizarre, an address without .net or .fr? It’s secure! Yes, a site that’s 100% secure!”

To gain greater control of its web space and strengthen customer trust, the bank was switching to a web address ending with its brand—.bnpparibas, a slice of cyber-space owned entirely by them. Today, the entire central website serving 8 million customers in France is nestled deep in the heart of the company’s own private Internet—providing added peace of mind for a business that manages $2.5 trillion in assets.

While most .brands are still evolving, in France the spirit of revolution is alive and disruptively well.

The First Transactional .brand Site

At—French for “my bank”—customers can do it all. They can open an account, check balances, transfer funds, get product information, and ask for customer support. It’s the first .brand website of any kind with transactional bells and whistles.

The very presence of e-commerce has earned glowing reviews. According to Domain Incite, a domain name news blog, BNP Paribas has created a “fully functioning online banking service, not just brochureware.”

“The fact this is a transactional website is all the more significant,” said information assurance company NCC Group on its corporate blog. “A number of brands have started adopting their own domains for certain parts of their websites, but this marks a new era of brand domains being used for online transactions. It feels like a watershed moment.”

Protection from Email Scams

Robert Holmes, General Manager at email security firm Return Path, explained that cyber-criminals have soundly abused banks. On security site SC Magazine he noted, “It’s dominated headlines with everything from millions of pounds lost to countless customer data breaches and as a result, trust has fallen to an unprecedented low.”

Holmes said that mandatory security measures for .brands “will ensure that spoofed attacks are blocked before getting to the inbox at some of the largest consumer mailbox providers in the world, including Gmail, Yahoo! and”

.brands offer another layer of defense against email scams. Because BNP Paribas owns its whole web space, only it can issue domains there. French customers are learning that if an address doesn’t end in .bnpparibas, it doesn’t belong to the bank no matter what the site claims.

Of course, BNP Paribas customers had to trust their new site was real. Before it went live, the bank sent an email directing them to a microsite explaining the change, chiefly citing better security and easier navigation. The microsite invites feedback, links to customer support, and assures mobile customers their service will only get better.

A bank with a clear strategy for giving power to the people? Don’t tell Robespierre, but revolutions have changed.

.FOX is Coming Soon and the Preview is a Blast

.FOX is Coming Soon and the Preview is a Blast

Media giant FOX has dropped a tantalizing clue about the future of entertainment. It’s out there and it’s big.

FOX has taken a crucial step in launching .fox, its branded Top-Level Domain (TLD) which goes live this spring. Like all new TLD owners, FOX was required to create a NIC page—a web page with basic information from Network Information Centers (hence,

As you might expect, the folks behind American Idol, The Simpsons, and many of the world’s most loved films decided to go big with  “The typical NIC page has minimal imagery and design, providing just the basics such as the registry owner’s policy information and perhaps a few words about their brand,” said Jason Loyer, Director of Registry Client Engagement at Neustar, which provides back-end registry services to .fox. “As you’ll see when you visit, they went an entirely different direction.

“FOX chose to break the mold with their NIC page.  In addition to providing the standard policy information, they are using their NIC page as a tool to help educate and inform their own employee base about the .fox TLD.  We here at Neustar are excited to have been a part of the .fox launch effort and can’t wait to see the creative uses of the .fox TLD. “

A Trusted Digital Space

Announcing .fox as “the next big thing,” greets visitors with a stream of footage highlighting TV programming like Empire and big-time sporting events, plus blockbuster movies like The Martian and Dawn of the Planet of the Apes. You’re encouraged to “Explore Your World. Find Your Story. Trust It’s From Us.”

Since FOX owns the .fox TLD, they control the entire .fox name space, meaning no one outside the company can acquire a .fox domain.  Reinforcing that, FOX proclaims “.fox will be a trusted digital space for everything you love about Fox.”

A Streaming Hub for All Devices

One last clue about the future appears at the bottom of You’ll find three icons—a TV, tablet, and smartphone. “It’s a signal that .fox will be a key tool in making FOX content available on all devices,” said Loyer.  “It will be interesting to see how other media and entertainment providers react when .fox domains go live. Being among the first to make a big move with their .brand, FOX is taking a leadership role in the industry and everyone else will have to play catch-up.”