New TLDs: a threat or an opportunity?


ICANN recently voted to approve the roll-out of new top level domains, in a move that could transform the way we use the Internet. But for brand owners, it is a double-edged sword.

More is not always better. Many companies have ploughed enormous resources into their online presence over the last few years; the Internet has become a place not only for commerce, but for branding.

It provides unparalleled access to consumers, and more importantly than that, it allows consumers to enjoy unprecedented engagement with their favourite brands. Yes, there are dangers on the web (cybersquatting, counterfeiting, hacking, etc.), but for the most part, it has been a positive thing for brands, helping those who manage it well to become ubiquitous, to raise their profile and raise their profits.

That is about to change, but it is not yet clear whether for better or worse.