Domain Names Rewired
Strategies for Brand Protection in the Next Generation of the Internet
1. Auflage Dezember 2012
272 Seiten, Hardcover
Wiley & Sons Ltd
An essential guide to navigating the shifting Internet landscape
The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape?
In an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in Domain Names Rewired. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet.
* Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others
* Looks at relevant situations your corporation may deal with in creating new brands
* Provides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world
* Offers ideas to consider disruptive innovation in expanding .com into .anything
The rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in Domain Names Rewired.
Acknowledgments xxxi
Chapter One The New Regime 1
An Overview of the Business Community Response to gTLDs 3
Potential Benefits for an Organization Applying for gTLDs 6
Potential Risk if Applying for gTLDs 13
The Business Model--How Can It Work? 15
Chapter One Highlights 23
Chapter Two The Brand Bubble 25
The .com Phenomenon 26
Protecting Trademark Owners 31
There's No Need for It 34
The Cost Is Just Too High 38
It's Not Fair to Small Businesses 40
What's the Value of Your .com Now? 42
It's All About Execution 44
Chapter Two Highlights 44
Chapter Three Building Your Brand and Social Media 47
The Emergence of Social Media and Online Communities 48
Experience with Social Media Marketing 49
What's Next? 51
It Could Change Everything 54
Chapter Three Highlights 60
Chapter Four Defending Your Brand 63
The New Domain Name Landscape 65
The Slippery Slope 75
Competitive Analysis 75
The Best Defense Is a Good Offense 77
Chapter Four Highlights 84
Chapter Five Behind the Scenes 87
How Internet Search Engines Work 88
Web Crawling 88
Meta Tags 91
Building the Index 91
The Next Generation of Search 92
Chapter Five Highlights 97
Chapter Six Forecasting the Future 99
A History Lesson 100
Interactive Initiatives and their Outcomes 107
Overstock.com--o.co Rebranding 108
Facebook Connect 109
Chapter Six Highlights 111
Chapter Seven Rewiring the Internet 115
A Few Final Conclusions 115
Begin with the End in Mind 123
A Few Key Predictions 128
Chapter Seven Highlights and Concluding Trends 131
Appendix A The History and Changing Landscape of the Top-Level Domain 135
Committed Companies 135
Other Major Companies 136
Learning from gTLD History 190
What Happened with .tv? 190
The Future of .tv 194
What's Different Now? 194
What Will Happen Next? 195
Appendix B Our Thought Leaders 197
Josh Bourne 197
Managing Partner, FairWinds Partners 197
Sarah B. Deutsch 198
Vice President and Associate General Counsel, Verizon Communication 198
Claudio Di Gangi 199
Manager, External Relations, Internet and the Judiciary, International Trademark Association 199
Cynthia L. Gibson 199
Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199
J. Scott Evans 200
Senior Legal Director, Head of Global Brand, Domains & Copyright, Yahoo! 200
Nancy H. Lutz 201
Partner, Kelley Drye & Warren, LLP 201
Steven W. Miller 201
Vice President and General Counsel, Intellectual Property, Procter & Gamble 201
Jeffrey J. Neuman 202
Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202
Russell Pangborn 203
Associate General Counsel for Trademarks, Microsoft Corporation 203
Krista Papac 204
Chief Strategy Officer, ARI Registry Services 204
Katherine A. Ruwe 205
Senior Counsel, Global Litigation and Dispute Resolution, Procter & Gamble 205
Adam Scoville 206
Trademark and Brand Protection Counsel, RE/MAX, LLC 206
Ellen Shankman 206
Principal, Ellen B. Shankman and Associates 206
Yasmin R. Tavakoli 207
Associate, Kelley Drye & Warren, LLP 207
Fabricio Vayra 208
Trademark Attorney, Time Warner Inc. 208
Nick Wood 208
Managing Director, Com Laude 208
Works Cited 209
About the Authors 217
Index 219
ANNE H. CHASSER was named one of the 50 most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the U.S. Patent & Trademark Office and president of the International Trademark Association. She has achieved top-level executive experience in both government and higher education administration as Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University. She has been trained in negotiation at Harvard and is widely recognized as a visionary thought leader in IP. She was recently inducted into the College Licensing Hall of Fame and is a member of the Trademark Public Advisory Committee for the U.S. Patent & Trademark Office. She also serves as an advisor to Wolfe Domain.
This is the authors' second book. Their first book, Brand Rewired, was highly recognized as a forward-thinking innovative approach to brand development and protection by spanning silos within organizations.
