Tuesday, March 6, 2018

New gTLDs offer more alternatives (and innovation)

I went skiing and saw the ad below, it is an ad for a Land Rover offered at a car dealer whose name is Donnay with several garages around Barcelona Spain. The ski resort I went to is an important with many Land Rovers exposed in the mountain so I checked if there was a ".donnay" new gTLD but found none. Anyway.


I love .LANROVER
Prints are often where we add a domain name to offer potential clients to visit a website but on this one, I find the URL used a little "old fashioned" compared to what could have been done with a domain name ending in ".barcelona" or even better: ".landrover". I checked the ".landrover" new gTLD application and read:
"The .landrover gTLD will provide an authoritative internet space for Land Rover, its affiliates and partners that are associated with the Land Rover brand. Second and third level domains can then be utilised for specific pages for Land Rover’s car models and dealerships, as well as for communication and marketing purposes, with internet users assured of brand authenticity".
Unless I am wrong, or completely stupid, isn't it precisely what the ".landrover" new gTLD was created and paid for: "to provide an authoritative internet space for Land Rover, its affiliates and partners that are associated with the Land Rover brand"?

Such great names could have been used: www.donnay.barcelona or www.donnay.landrover.


We're still far away
The .LANROVER new gTLD was delegated in October 2015, almost 3 years ago, but is it still not used appropriately. It is also possible that the people in charge of communication with affiliates and partners don't know about the existence of such tool.

I personally find that such an opportunity to demonstrate innovation in branding is a missed one in such a crowded place like a ski resort. This also clearly demonstrates that we are still far away from having communication specialists to innovate using their .BRAND new gTLD. This also happens with many other .BRAND Top-Level Domains at the moment.

For the note, three were 6,134 ".barcelona" domain names registered in February 2018 and 18 ending in ".landrover" in January 2018, down to 4 in February.

Land Rover: wake up ;-)

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