Domain name strategy consultancy FairWinds Partners has moved its website from fairwindspartners.com to home.fairwinds.
This shift puts their own .BRAND domain front and center as ICANN readies the first new generic top‑level domain (gTLD) application window since 2012, opening in April 2026.
Unlike .com or .org addresses, .BRAND domains live at the internet’s root and are controlled entirely by the brand owner. FairWinds founder Josh Bourne says the move reflects the company’s belief in the future of .BRAND top‑level domains.
Since 2006, FairWinds has guided more than 250 organizations in building and protecting their online identity. In the last gTLD round, they managed 133 applications for clients like Major League Baseball, Pfizer, Nike and American Express.
Tom Wells, FairWinds’ vice president, points out that .BRAND domains amplify control and security while giving visitors instant proof of authenticity.
Big names like Apple, Barclays, BMW and Microsoft have already adopted .BRAND strategies, and FairWinds expects many more to follow.
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