- Forrester Councils
- Councils Overview
- log in
Posted by Jeff Ernst on October 25, 2011
My colleague Chris Stutzman reports from the 2011 ANA Masters of Marketing conference that Association of National Advertisers (ANA) CEO Bob Liodice used his keynote presentation to continue to hammer ICANN's generic top-level domain (gTLD) initiative. Maybe he should listen to Dana Anderson, SVP at Kraft Foods, who spoke about how "lasting change happens in leaps and bounds, not through incremental shifts."
I've been advising companies since ICANN's announcement in June on how to evaluate the .brand or .category opportunity, and most of those companies haven't found a bona fide new business opportunity that justifies the investment in a gTLD. But with few exceptions, they're looking at ICANN's plans as one of the biggest opportunities since the dawn of the Internet to take more control of their brand online, which is why the ANA argument troubles me.
The heart of the ANA’s arguments come down to claims that it will cost brands billions of dollars in defensive registrations to protect their trademarks from cybersquatters and other web perpetrators of all sorts. But let's dig into that a little deeper:
gTLDs aren't for every organization, but if we're going to make claims about billions of dollars in expenses for brand owners, let's show the math.
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
Free On-Demand and Live Events
Latest events from Forrester analysts, online and in person. »