Everyone is shouting about how dramatically the global world of commerce has evolved, changed and moved forward, but how about us and our own smartness? Victory constantly surrounds all of us all the times and taps us to open up and become victorious…let’s open up and test our smartness, here are the seven tests, but firstly…
Economy laid flat on the long marble slab in a very large hall, dead from eating the poisoned apple while under the spell of witchcraft. The air in the hall is foggy and still; it reaches high into the rafters of this massive white marble edifice, and it is surrounded by a thick forest with cold winds blowing. The audible hisses of sorrow from the far distant make the burden of failure loud and clear.
In the rapidly changing world of known and unknowns, the new age of answers thrives; the global age awakens the truth, a new messiah cometh.
How literate are we to cope with the new global age challenges and why the business world is so much immersed on the fog of confusion, both fear and lack of direction something never seen before?
The most significant part of the 15 Monster Trends is they collide like old jalopies creating massive junk but some coming out on the other side like a brand new shinny formula cars. These are amazing just times, packed with mega opportunities…just be prepared.
There are 542 words that will start to impact the business world very soon. These are the 542 dictionary words applied for as generic top level domain from the Internet Authority as gTLDs at an average cost of million dollars each. What will these dictionary words achieve as global gatekeepers of cyber name identities, what power will they exert on new and established brands and who will be the new winners or losers in these global races? Which dictionary words will win gold, silver or bronze medal as top level domain names and why?
With the exception of a very small percentage, by and large most branded empires with single or dozens of brand name identities are now feeling the intense heat all over the world. The slow combustion, smoke and pending flames are inevitable. One side the power of their name brands is weakening and on other future of name identity trajectory looks fuzzy.
At the start of the Internet and the first ever internet domain name boom, why has ‘dot com’ became the king and not ‘dot net’? This is a serious naming question and demands authoritative clarity to the answers. Form a nomenclature point of view; the global audience felt more comfortable with .com. It sounded better and more like ‘company’ while, .et sounded weaker, limited, network related and therefore techie.
What’s all this curious noise in global media about the booming ICANN gTLD dot names?
Why have 1120 separate bodies from various parts of the world applied for 2000 such names at an average cost of million dollars each name? Donuts outsmarts all by investing $100 million and applying for 307 names, TLDH poised for 92, while Google goes for 50. What do ‘dot canon’ or ‘dot deloitte’, ‘dot sucks’, ‘dot nyc’ or ‘dot lol’ have in common? Who are the new winners, losers and spectators of the naming games?
ICANN has just indicated that there are now 167 registered applicants each allowed to file up to 50 separate dot brand name applications. Would this add up to just 167 or 167 X 50 = 8350 gTLDs? If in this round there were only few successes with brilliant strategies, the global demand will multiply many folds to fill each vertical market. With 5 million well to do businesses around the world seeking higher visibility will open the floodgate.
Within the next five years there could be as many as five billion online users on the Internet.
The world is overflowing with cheap technology and round the clock induction towards online living.
By the hour, such multiple propagations are manifesting by creating the largest ever assembly of online markets. Currently, 27% of the world population speaks English, but soon, the remaining 73% of non-English speaking populations will dominate the world of online commerce. Some 3 billion online users may transact business in languages other than English.
Suddenly, perfect storms are developing on the global branding fronts; the top of the agenda is now ‘naming’ of the brands itself and how will the names survive the rapid changes of massive digitalization of social media where such name identities reside and skate to catch customers via global cyber branding.
Global corporate nomenclature is making history, right now, as ICANN gTLD platform opens with full swing, the established and largest name brands of the world are now pitted against the newest, recently incubated, globally poised but relatively unknown name brands. The global image shifts are at play. The coming years will define the new landscape of image and brand name superiority and spell out a new language defining market domination via name identity.
The curtain rises on January 12th 2012 but key players are still singing different tunes. Let’s peek into their performance as they start taking center stage.
FTC, the Federal Trade Commission, has sent a letter to ICANN on December 16th, 2011. Re: Consumer Protection Concerns Regarding New gTLDs. They write; “We write now to highlight again the potential for significant consumer harm resulting from the unprecedented increase in new gTLDs.”
On the internet today, from around the world, there are over 10,000 articles on ICANN’s GTLD platform with a pro and con analysis ranging from ‘marketing, branding, naming and global cyber image expansion issues’ all the way to how it will ‘destroy big brand management.’
The growing notion among big advertising agencies and brand marketers is that as search engines find answers instantly, there’s no real need to enter a domain name in the browser and therefore domain names are far less important. They’re absolutely right. Why would you type www.rolex.com when you can simply enter ‘Rolex’ and be there before you blink?
The gTLD now shakes the tree by pushing the global cyber nomenclature issues to the top of the agenda. The Googlized and AD word dependent marketing has also pointed out that we are simply driven by name identities. The search engine model has divided the global corporate nomenclature into good workable and expandable names or duds. What does this all mean to brand owners and creative services? Can brand holders adjust fast; are they ready to accept a 3 billion online universe of a one internet one world?
The superstar movie rental giant, Netflix rapidly graduated to movie streaming and suddenly splintered the old fashioned DVD movie rentals and created ‘Qwikster’, a separate division with a name identity inspired by the sorts of Twitter and Napster etc. When the outcry of customers reached the boardroom, the objections over account access, dual billings and having to deal with two separate unrelated name identities overwhelmed the management while the wisdom kicked in.
When ICANN introduced its revolutionary program in September the Asian and emerging markets had two questions: what’s so special about this gLTD program and how do you play in this exclusive arena? As the application deadline of Jan 12th 2012 approaches the confusion intensifies. Arguments are flying from who will apply, who will wait, who will win or who will lose. The biggest challenge is the lack of understanding of the delicate intricacies of the global, cyber name identity expansion program.
Is $185,000 the right price for a single gTLD? No, it’s definitely not. If a gTLD (generic top-level domain) is supposed to provide worldwide exclusive use of a name identity with unlimited sub-name-brand-extension-domains, this amount is insufficient for ICANN to add on critical features in the same application process. A gTLD is like buying a powerful car engine, and being given a list of body makers, mechanics and tire shops for optional fitting.
Gary Elliot, The Chairman of Association of National Advertisers, is also the VP of Global Marketing at Hewlett-Packard wrote a column in Advertising Age. “ICANN’s Promises Aren’t Simply Speculation, They’re Outright Fantasy” His arguments opposing ICANN gTLDs are similar to all the other heads of various advertising associations around the world. While the main powerbrokers of the global advertising sector are mum, their association heads are using the same circulated message of cyber-squatting fears without any solid proof. Here is my analysis and an open challenge to the trade.