CONTENTS
5 News 14 The new Wild West
In the rapidly expanding app marketplace, entertainment rights owners are feeling the heat more than ever as they try to control the mobile channel. TB&I investigates some novel ways of combating the bad actors.
17 ‘Tis the season: Christmas campaigns The launch of a big name’s Christmas campaign has become an event in itself in recent years. TB&I looks at what they offer for brands, the secrets of their success and the pitfalls.
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20 KPMG: migrating from .com Professional services firm KPMG has some ambitious plans for its .kpmg generic top-level domain. David Green, head of global digital marketing, told TB&I about the firm’s vision.
22 Philips: welcome to our gTLD Details on branded generic top-level domain applications are thin on the ground, but Ingrid Baele, vice president at Philips intellectual property & standards, gave TB&I a preview of the .philips domain.
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24 The new gTLDs are here: are you prepared? Now the first new generic top-level domains have been approved, Stuart Fuller examines what brands should be doing to prepare for the new Internet landscape.
28 A sweet solution? Donuts and trademarks With new generic top-level domains in the process of becoming a reality, registry operator Donuts has launched a tool to ensure intellectual property rights are protected in the new system, as TB&I finds out.
31 Crunching the gTLD numbers With the first sunrise periods open, TB&I provides some useful statistics on the new gTLDS and what the numbers mean for trademark owners.
34 Developing a moving target
The integration of on and offline worlds via mobile phones and tablets offers a wonderfully creative future for marketers, says Chris Davenport.
34 37 A whole new ball game
Licensing football on television was once a simple task. However, as competition between channels grows, so does the battle for obtaining rights. TB&I looks at the rights industry in Europe.
40 The dos and dont’s of online branding While there are some excellent examples of how to market a brand successfully online, businesses using the Internet and social media must be aware of the pitfalls. Sinéad Gray, the social media lead at integrated communications agency Kindred, explains what’s clever and what’s not.
42 Snapshot: Backupify 37 4
Backupify allows app users to back up information they save to the cloud. TB&I spoke to chief executive Rob May about how it works.
Trademarks Brands and the Internet Volume 2, Issue 4
www.worldipreview.com
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