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CONTENTS


6 News 14 First and funniest wins


Social media give companies an easy way of reaching legions of customers in a focused way. But can they ever rival traditional advertising? TBO investigates.


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18 Driving sales Promercials, ad exchanges and mini brand experiences are all part of the online advertising mix for Fiat. TBO reports.


22 The IP police


In the UK, a police unit dedicated to tackling IP crime has been making its mark, so TBO visited its headquarters.


26 Dragging their feet Despite representing around a third of new gTLD applicants, very few brand owners have launched their own registry. TBO


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30 Education, education, education The UK government has announced it is going to start sending warnings to internet users who persistently download content illegally. TBO assesses the plan.


  


 meaningful names to which they and their users have a connection. Bob Samuelson reports.


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38 Must try harder Since the new gTLD programme was introduced, brand owners’ pulses 


40 Cherry-picking your gTLDs Many brands don’t have the time to choose in which new gTLDs to register their names, but Rolf Larsen and Jeanette Söderlund Sause explain why they can help.


42 4 Trademarks & Brands Online


42 One to Watch This new column provides an update on a legal case or trend that businesses operating online should be following. In this issue we assess football goals and copyright.


Volume 3, Issue 3 www.trademarksandbrandsonline.com


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