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why icanns new domain name system could benefit brands
Unfortunately, few understood it.
They are not alone. Even veterans of the domain name system are mulling the potential for new TLDs. Do they portend a revolution in internet marketing, or are they much ado about nothing?
The Association of National Advertisers doesn?t like it. Last week, it fired a shot at ICANN , claiming new TLDs would cost advertisers millions to protect their brand names. ICANN counters that their approval process will block anyone from launching a TLD under a trademarked name they don?t own. That includes, for example, not only .Microsoft, but the owner of .software can?t sell Microsoft.software to anyone but Microsoft.
The uncertainty in the press about the viability of new TLDs, I think, revolves around a misinterpretation of what new TLDs are. They?re not just another way to name a website. If that?s all they were, then yes, Home.Coke has little advantage over Coke.com.
Others say that a domain name is not that important in the age of search, apps and Facebook. But these arguments are overstated. Google has been accused of putting its partners and services at the top of search results. Apps are great but limited in what they offer compared to websites. And as for Facebook, according to a recent Datamation report , for businesses ?with more than a million ?fans,? fewer than 3% see the companies? daily updates.? For smaller companies it?s about 10%. So ?likes? and keywords don?t guarantee regular communication with your customers or top search positioning, much less a deeper relationship.
To understand the possibilities of new TLDs, think of an apartment building. A website (i.e., a domain name) is like an apartment. You rent it, conduct a good portion of your life there, entertain folks and get an address so people can find you and send things. You can paint the walls, but you can?t upgrade the plumbing or replace the

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