Some of the popular topics at ICANN Dublin included the ongoing scrutiny of the current gTLD round – such as security and stability reviews, reviews of the rights protection mechanisms, and policy work that relates to a second round. As this work grinds on, here’s a look at some of the latest news around .BRANDs:
Sony and Its .BRAND
In advance of the November 5 release of Spectre, the latest Daniel Craig installment in the famed 007 franchise, Sony launched an interactive game at AssistMoneypenny.Sony. The sleek website hosts a game where visitors can help M’s indispensable Moneypenny target assailants. The nature of the “game” encourages users to return again and again.
.BNPParibas Continues to Grow
It comes as no surprise to anyone following the gTLD space that BNP Paribas is continuing to grow its global presence through its .BRAND. The French bank has been promoting its services and products, featuring www.usa.bnpparibas and www.cib.bnpparibas on media campaigns including billboards in major travel hubs like Chicago’s O’Hare and London’s Heathrow airports. An ad was also spotted the Wall Street Journal:
In addition to the brands discussed above, there’s also Abbott’s LifetotheFullest.Abbott, which we’ve recently written about.
Lastly, late last week Twitter, absent among gTLD applicants in the 2012 gTLD round, declared their intention to apply during a second round. Since social media giants like Facebook and Twitter declined to apply during the first round of applications, many experts have speculated on whether or not they would throw their hats in during subsequent rounds. Twitter’s stated intention to do so reinforces the confidence brands have in the eventual success of the New gTLD Program.
On the ground at ICANN, it continues to look like a second round is still some time away. In the meantime, as .BRANDs and other new gTLDs continue to launch and consumers become more familiar with the concept, businesses will have to keep their digital strategy nimble in order to adapt to this changing landscape.
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