Welcome to gTLD Strategy

Welcome to gTLD Strategy, a new blog designed to be a resource for all brand owners to learn about new gTLDs and how they will impact their business. From the domain name strategy experts at FairWinds Partners, gTLD Strategy will take an in-depth look at all the aspects of the New gTLD Program that brand owners need to be aware of in order to make the best strategic decisions to promote and protect their brands in the newly expanded digital space.

To kick off the new blog, we want to start with an overview of some of the specific topics we’ll be covering in future posts.

Strategy

As the name of the blog implies, gTLD Strategy will discuss strategies for all brand owners, whether or not they decide to pursue their own gTLD. Because new gTLDs could significantly alter the way the Internet looks and how users search for content, brand owners will have to adapt their digital strategies to the requirements of the new space. They will face new decisions and challenges, and gTLD Strategy will provide them with the knowledge they need to take on those challenges.

Policy

When ICANN approved the final version of the New gTLD Applicant Guidebook on June 20, 2011, it included a provision that ICANN could continue to make changes to the policy as well as the application requirements moving forward. gTLD Strategy will update readers on new developments within ICANN that pertain to both the Guidebook as well as any other any other aspect of the gTLD program.

Technical Details

For brands that decide to apply for their own gTLD, operating the registry for that gTLD will be an entirely new undertaking. gTLD Strategy will provide advice and tips for brand owners to consider when selecting a registry infrastructure provider and other technical vendor partners in order to extract the maximum benefit from their new gTLD.

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