CONFERENCE PREVIEW
The Digital Marketing & gTLD Strategy Congress will be held in New York City from March 11 to March 12. TB&I looks at the potential highlights.
Te Digital Marketing & gTLD Strategy Congress couldn’t come at a better time. For the first time, the Internet Corporation for Assigned Names and Numbers (ICANN) has named a date—April 23, 2013—for launching the first new generic top-level domains (gTLDs). Te date is tentative but it means conference attendees, unlike at other past events covering the gTLD programme, have a launch date to focus their sights on.
Te two-day conference caters for all needs: current and prospective applicants; trademark owners and in-house counsel; branding and marketing consultants; communications specialists; and more.
Day one kicks off with a session all about branding. Panellists will discuss best practices for optimising domain portfolios, assessing how new gTLDs affect brand strategy and analysing the influence of the domains on social media, and will finish by looking at whether gTLD round two is right for you.
Troughout the day, panels will ponder what applicants should do with their new domains and how they can recoup their investment; how brands, whether they have applied or not, can stand out from the crowd; and whether the rollout of more than 1,000 domains will help the Internet become more global.
Brigitte King, senior vice president at L’Oréal, ends the day by offering some tips about how to stand out from the crowd, in a session entitled ‘Te L’Oréal Story: Building Beauty Brands with Digital, Data and Direct Relationships’.
On day two, an early session will hear from the co-founder of Donuts, a start-up company that has applied for 307 gTLDs at a cost of $57 million. Richard Tindal will explain the company’s rationale for investing so much in the programme, adding some thoughts on trademark protection and how his company will protect you.
Whether your company has applied for a gTLD or not, more than a 1,000 new domains means
www.worldipreview.com
that you may be dealing much more with ICANN than in the past. Tat’s why the conference will host a session targeting non-lawyers—branding and marketing specialists, to be precise—offering advice on how the organisation’s compliance, trademark protection and dispute resolution services work. Te gTLD expansion affects a wide range of employees at a company, and this is their chance to keep up to speed.
Te gTLD programme is not just about brands, so it is important the conference doesn’t ignore the importance of other applications. Te organisers have brought in Jeff Moriarty, vice president at Te Boston Globe, to hear why his company has applied for the .boston city domain, and what it can offer the inhabitants of Boston.
To finish, a panel led by Google’s domains business director Hal Bailey will discuss the future of the domain name system, looking at least 10 years down the line. Te session will round up the conference, condensing the best advice for how brands, communities, consumers and the domain name industry will navigate and adapt to the new gTLD space. Who will be the winners and losers? It’s a hot topic with many different answers.
DotGreen Community is one of four applicants vying for the .green gTLD. TB&I talks to Tim Switzer, chief operating officer, to find out more about the company’s ideas.
What is the mission of DotGreen Community?
It is to bring the global green movement online. Green is a very visible and global movement, so we want to bring people together, for example to sell green products and services. Tis will be open and inclusive to entities that are already green, thinking about going green, or about to go green. Large and small companies, governments, NGOs and others are all welcome. Green covers things such as the environment, sustainability, corporate responsibility, social and health issues and a green economy, so the opportunity to bring this online is great.
Trademarks Brands and the Internet Volume 2, Issue 1 39
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