The word “Home” plus your gTLD is not a sane branding strategy


Jennifer Wolfe – Dot Brand 360.

Many holders of closed gTLDs – those reserved for corporate use – don’t seem to be aware of the potential presented by their digital asset investment.

At a cost of $185,000 dollars for the ICANN application alone, such gTLDs present a unique opportunity to create numerous meaningful domain combinations and to deliver keyword-driven content, to a targeted audience.

And yet, we are seeing an absurd trend of tagging the top level domain “Home” in front of the gTLD, and creating a rudimentary web site placeholder, that more often serves as a redirect to a .com.

That approach is exemplified in the domains Home.Barclays, Home.Cern, Home.Travelers and Home.Redumbrella.

A new article by brand specialists, Dot Brand 360, describes the best approach to maxing out the potential those gTLDs present to their brand holders.

“The old school structure of a web site no longer applies.  It’s a digital world which consists of many components.  So you have to think about it and build a plan with a clear methodology.  We call this approach, Digital Mapping®.”

Click here to read the article by Jennifer Wolfe of Dot Brand 360.

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