Cute, But Not User Friendly

According to Ad Age, big brands may start to compete for vanity domain extensions. For instance, Pepsi and Coca-Cola might vie for .soda or .pop; Procter & Gamble and Unilever could vie for .laundry or .soap; and McDonald’s and Wendy’s could bid on .burger or .fries.
Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit agency that oversees the distribution and policy of domain names, would conduct an auction, and the domain rights would go to the highest bidder. And that could get pricey quickly for brand owners. One outside consultant estimated that the total cost to business could reach $1.5 billion.
Today there are currently 21 generic top-level domains–.com, .net and .org currently account for 91% of all top-level-domain registrations; .com alone accounts for 74%.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.