No doubt  anyone reading this blog is aware that nearly all websites (excluding institutions such as universities and government agencies) end in “.com.” But, what you may not know is that in the coming weeks website names will change. The Internet Corporation for Assigned Names and Numbers ICANN – a non-profit for assigning domain names and IP addresses – announced it would create hundreds of new names for category domains that would include both generic spaces (i.e. “.beaches”) and brand specific spaces (i.e. “.microsoft”). Technically named gTLD (generic top level domains) these new vanity domains can be more easily understood as “right of the dot domain.”

There is going to be a lot of conversation and questions surrounding this move by ICANN in the coming weeks due to the potential headaches brands and companies will face in deciding if and how they will approach this new branding opportunity.

To give you an idea of how this announcement may potentially affect companies and brands we’ve listed out the Pros and Cons of the new “right of the dot domain” era.

Pros:

• More Controlled Brand Building on the Internet –With company and brand specific domains companies will have the opportunity to build a larger brand presence on the internet through these brand domains. As long as a company can prove they own the trademark to a name they will be granted the domain.
• Generic Domain Names are Fair Game – This could be highly beneficial for the lucky companies that snag these generic domains as they would then control all of content posted at those generic domains. For example, if Nike won the rights to host the domain “.sports” they would control any and all information at “.sports” putting them in a position to be the reigning authority to anything sports related
• Greater Brand Control – Similar to the point above, registering .”yourcompany” will give you control over anything at that domain – virtually eliminating all potential fraud or negative brand images.

 

Cons:

• Small Application Window – there will only be a 60 day open window for applications – after that it may be another 4-5 years before applications are accepted again
• One Brand Could Monopolize on Generic Spaces – though it can (and will be) viewed as pro for the few that can get the generic domain spaces like “.sports,” for those who miss out will now potentially have their competitors controlling all content at such sites, which in turn may turn them in the industry thought leaders on a particular subject.
• A Brand has Hundreds of Brands Under their Umbrella – Some companies, such as Proctor & Gamble, own hundreds of brands; which brings the question where does such a company draw the gTLD line? Does P&G buy a domain for every product, or none at all? Securing gTLD’s will not come cheap.  So, how much is it worth to a company to have vanity domains for each of their brands? How much control do they really need/want on the Internet?
• A New Townhome or New Domain Name? – Filing cost is $185,000 per domain and an additional $25,000 in annual domain fees.
• The Application Closely Resembles a Short Novel – The ICANN application is a 150 page document that will be published in mid-June. After it is published there will only be a short time window to submit it.

The “.com” that we have all become accustomed to will more than likely continue to be the norm on the Internet, but it will be interesting to see how companies and brands use the new right-of-the-dot vanity URL to help build their brand’s online presence.

As Tom Hanks said on an Oprah show earlier this season, the phrase “Did you see Oprah today?” is going to be removed from our vocabulary after today. Today marks the end of the 25 year run of The Oprah Show.

Let’s take a moment to relive some of our favorite moments. You get a car and you get a car. Tom Cruise jumping on the sofa. Johnnnnn Traaaaavollltaaaa. Oprah’s Book Club (who read A Million Little Pieces and loved it as much as I did?). Mattie and his poems. Oprah in Texas. Oprah and Tina. Dieting Oprah who made us all feel better about our struggles. The a-ha moments. Oprah’s hair through the years. The ugly cries, especially when Mary Tyler Moore surprised her.

In 25 years, it is not just the show that evolved but also her brand. The Oprah show initially was a little risqué and reminiscent of what became the Ricki Lake show. Slowly over the years, it evolved into a self-help, mentally stimulating, celebratory show. The Oprah brand launched the careers of personalities like Dr. Phil, Nate Berkus, Bob Greene and Dr. Oz. Her endorsement is the golden touch. Marketers strove for just one mention of their brand on the air to have sales explode.

Love her or hate her, you must recognize the impact she’s had on the world. Oprah is a big part of everyday culture (Did you see that on Oprah? Did you read that in her magazine? Did you watch OWN last night?). She used her brand to successfully launch both a magazine and a network at a time when many were struggling to stay afloat. She made topics once considered taboo easy to talk about with friends and family. She told great stories by asking provocative questions. She had the knack of presenting topics or guests in a way that helped people think about them a little differently.

As someone who has grown up watching Oprah, my life has been impacted in a few small ways. I didn’t sleep for a year after watching a show about ghosts when I was younger. I DVRed the Favorite Things episodes so that when I have a bad day I can see the crazy excitement in other people’s faces. I realized (at a young age) that my actions impact the world around me. I can choose for that impact to be positive or negative. And my favorite lesson, “No is a complete sentence.”

No one but Ms. Winfrey knows what her next move will be, but there are millions of people out there eagerly waiting for it. How do you think Brand Oprah will evolve?

Use the comments section to tell us your favorite memories from The Oprah Show.

CAUTION: Developing your own branding strategy may cause extreme frustration, which is hazardous to your health. Do not attempt unsupervised!

Maybe hazardous to your health is a slight exaggeration, but a branding strategy is something every brand needs. Successful brands are built on a foundation of meaningful strategy that provides the framework for a brand’s meaning.  Is your challenge creating a new brand? Merging brands? Or maybe refreshing your brand? Regardless of your branding challenge, our branding experts have created a list of key questions to ask yourself when developing your branding strategy…that is if you’re still brave enough to go it alone.

Do you think we missed something important? Share your own branding tips and questions

Though she’s been topping the charts with hits like “Bad Romance” and “Born this Way,” Lady Gaga has claimed the #1 spot on a new list: The Forbes Celebrity 100. The 25-year-old pop sensation pushed Oprah to the #2 spot after earning $90 million in the last year. Oprah has been ranked No. 1 four times over the past seven years.

Whether you think she’s a musical genius or a Madonna rip-off, you must admit that Lady Gaga has a strong personal brand. The mere mention of her name is instantly recognized by fans and critics alike. Lady Gaga has managed to be so successful and stand out from a slew of artists and singers by creating a personal brand that resonates with consumers. She embraces her strangest qualities and presents herself as the “Mother Monster” who is too fierce to let criticism bring her down.

And her numbers reflect this. Lady Gaga’s concerts grossed $170 million and she sold an estimated 15 million albums worldwide. Her new album Born This Way hits stores later this month, but the title track is already the fastest-selling song in iTunes history, hitting one million downloads in just five days. And her “Little Monsters” (Lady Gaga fans) aren’t the only ones with deep pockets. Lady Gaga’s endorsement deals include Polaroid, Virgin Mobile, Monster Cable, Viva Glam, PlentyOfFish.com and a recent partnership with Starbucks.

Lady Gaga’s brand is about embracing the outcasts who are teased, just like she was. Anyone who doesn’t belong has a safe haven in Lady Gaga. She sings her personal story on stage, giving a voice to the socially disenfranchised. Lady Gaga knows her core values and plays to her strengths. She has created a unique personal brand that sets her apart from others in the music industry.

Lady Gaga made $200 million less than Oprah last year. What put her on the top was something money can’t buy: 32 million Facebook fans and over 10 million Twitter followers. Her social-media savvy is key to her success and building brand loyalty. Lady Gaga connects with her fans by tweeting all the time. It’s an important part of who she is and why she’s so famous. In the social media space, Lady Gaga trumps all celebrities, even Oprah with nearly 5.9 million Twitter followers.

With a strong personal brand, loyal fanbase and chart-topping social media presence, this monstrous brand is here to stay.