The International Writers Magazine: Business & Branding
with Naseem Javed
Not Brand For An Entire Century?
Now a new routine emerges as savvy marketers enjoy Cyber-Branding
using Network Solutions latest offer of $1000 USD to secure
a domain name for an entire century.
its a bargain of the century...its only 3 cents per day.
Right now, its the cheapest license in the world, providing the
registration rights to your URL, the only gateway to your websites and
the only key to your cyber-branding in this global e-commerce. Right
now, the global cyber-branding is the only game in town when it comes
to global marketing.
Is there a catch? Yes, right here. If you are only spending only three
pennies a day on a URL but thousands on promotional branding each day,
then the question is; how good is your domain name? How does it fit
your marketing and PR strategy? How is it building your corporate image?
Do you really know where you will end up on this long 100-year journey?
Is there a plan, or just blind chasing blind? Is your team mentally
prepared for this long marathon? In short, it shouldnt be a wild
goose chase, rather a proper road map.
For each penny spent, here is a million dollar question:
First: Is the name structure good enough to invest a century of branding?
How is a URL composed? What does it convey? How is its alpha-structure
and how is it helping its visibility on search engines? How easy or
difficult is it to type, remember or talk about?
Today, there are only less than 1% of domain names, which could survive
a five-star name quality test prescribed under the laws of corporate
naming. See if your names can pass this:
A Five Star Standard Of Business Naming To qualify, a name must pass
each of the five following criteria to get a star. If it fails at any
point, then your name is in serious naming trouble.
Anything less than five stars is really a liability wasting valuable
Is your name
1- Very distinct & very unique?
2- Short, simple with attractive alpha-structure?
3- Highly related to the business?
4- Globally trademarked and protected?
5- With an identical URL?
A large majority of domain names are too long, confusingly similar,
often totally non-related,hastily composed or poorly alpha-structured.
These domains are pushed as cyber identities while seriously hurting
branding, marketing and reducing traffic to the websites.Many corporate
domain names have too much extra luggage, consisting of dashes, slashes
and numbers. This makes their daily use very difficult and hence they
are often forgotten and changed.
Corporations have difficulties in recognizing the immense powers
of a true domain name, a high value URL is priceless and should not
be tossed around like a string of letters, says Champ Mitchell,
CEO of Network Solutions. While finding globally workable names
is another battle all together, He further adds. The future
of domain registrations, despite big progress, is getting ever more
How true, marketers MUST now acquire a comprehensive understanding of
how alpha-structures work and how to assess the hidden powers or weaknesses
of all URLs they use. Also seek advance knowledge on such matters. Today,
webinars on naming and corporate image issues is a new way to get the
best expertise at a super cost savings while getting internal teams
involved without traveling.
Second: How do you measure the visibility of your websites for Cyber-Branding?
How long will the name match to your current branding model? Are you
successfully projecting the right images? How are your customers reading
your true strengths in your URLs? How and why do you need highly strategic,
long-term name branding solutions?
Right now, this very second, websites are tumbling into each other for
lack of distinction and clarity. A large majority is modified, and names
are changed for adjustments. The convergence of technology and mergers
are often good enough reasons. Registration technology is also changing
and so are the registrars. Your name along with a professionally structured
URL must fit like a glove onto your total global image strategy. Its
easy to do; all you need is a master plan and right expertise.
Third: Now squatters too can get a 100 years lease, how are you protected?
Corporations are always frustrated with cyber-squatting of names. This
issue can seriously hinder global expansion and international marketing.
How do you cope, as now it becomes a 100-year problem? What we need
is a respectable registration system to recognize properly developed
names, filed and registered along with renewable trademarks. When you
own a globally trademarked name and a thoroughly researched identical
and matching dotcom URL, you also inherit a powerful position against
squatters and can easily get injunctions to stop these conflicts.
Once again its all very easy to do if you have the right methodology.
Naming is not a creative branding exercise; rather its the application
of tactical rules of registrations, alpha-structures and global marketing
issues. When following the strict Laws of Corporate Naming, names turns
into proper icons with global protection, otherwise they are just simply
names shared by the many others.
Corporations in Asia routinely plan a quarter century ahead while in
the U.S, planning a year is considered too long. Centuries and millenniums
are truly for philosophers and historians to worry about. Corporations
are lucky if they can plan their branding past a few years. Now that
a 100-year registration issue is on the table, it certainly forces the
management to think long-term. Branding strategy for 2104 or halfway
between sounds like a great start for CEOs. Its wise to
acquire long life names, followed by long-term branding plans, definitely
not in a reverse order. So let the naming start and let the journey
© Naseem Javed April 2004
Javed author Naming for Power and also Domain Wars, recognized as world
authority on global Name Identities and Domain Issues, also founded
ABC Namebank, a consultancy he established in New York & Toronto
a quarter century ago. www.abcnamebank.com
The Future of Websites
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