Speaker: Peter LaMantia, CEO, Authentic Web
Introduction
Hi, I’m Peter LaMantia, CEO of Authentic Web.
In this overview, I’ll explain the opportunity behind Brand Top‑Level Domains (Brand TLDs) and why your organization should start planning now.
After 14 years, the next ICANN application round opens in April 2026.
I’ll compare today’s status quo to a modern Brand TLD digital identity strategy—and show how this shift will benefit your organization, customers, and partners.
The Evolution of Brand Top‑Level Domains
Brand TLDs have been around since ICANN’s first program in 2012, which introduced over 1,400 new TLDs—around 500 of them brand‑owned.
By 2015, we began to see real use cases emerge, and between 2016 and 2019, some early adopters fully transitioned to their brand namespaces.
From 2020 to 2025, digital security became the primary driver of Brand TLD value.
Security now means more than websites and email. It includes infrastructure, service architecture, and DNS security automation—all controlled at the root of the internet without reliance on third‑party registrars or providers.
With automation and control systems in place, you can enforce DNS policies, ensure compliance, and build trust from the ground up.
And now, with the 2026 round approaching, the time to act is short.
It could be years before another opportunity arises, so start by educating your executive team and securing sponsorship to apply.
The Status Quo: Inefficient and Costly
Managing domains, DNS, TLS certificates, and brand protection has become increasingly complex and expensive.
In the mid‑1990s, most companies owned just a few domains. Today, many manage hundreds or even thousands.
With the next wave of new TLDs arriving in 2026, that number will only grow if nothing changes.
Continuing with the current approach—registering defensively, paying for brand protection tools, and supporting fragmented DNS systems—is not sustainable.
Total cost of ownership rises year after year, while the effectiveness of these defensive measures declines.
A Brand TLD strategy offers a better path forward.
Yes, there’s an initial investment—but long term, it dramatically lowers costs, improves control, and builds consumer trust in an authentic, centralized digital space.
The Case Against the Status Quo
Let’s break it down simply:
- You’re renting digital space in multiple TLDs, relying on third‑party systems.
- You likely manage domains across many registrars and DNS providers, increasing both cost and exposure.
- Your DNS security posture is often non‑compliant with major information‑security frameworks.
- You’re forced to buy premium domains for campaigns or new products.
- You keep paying for defensive registrations and brand protection take‑downs that never end.
Despite all this effort, security risk continues to grow—especially as more TLDs launch.
It’s time to stop playing whack‑a‑mole against bad actors and move to a trusted, owned namespace.
Why the Internet Needs Brand TLDs
It comes down to trust.
Consumers no longer trust the open internet. Phishing, spoofing, and redirection attacks are everywhere.
A Brand TLD provides a secure, proprietary namespace that’s authentically yours.
Audiences can instantly recognize that a domain ending in .yourbrand is official and secure.
It reduces risk, restores confidence, and positions your brand as trustworthy by design.
Beyond security, it’s also a platform for innovation.
You can create clear, memorable campaigns (like product.brand or service.brand), and automate data insights across your own digital network.
Building Consumer Trust and Business Value
Owning your TLD means:
- Improved consumer trust — users know exactly who they’re engaging with.
- Automated security and compliance — reduced manual work and error.
- Lower operating costs — smaller portfolios, fewer vendors, less overhead.
- Differentiation — the freedom to innovate and stand apart.
Authentic Web has developed a Business Case ROI Model that quantifies these benefits.
It compares your current state against a Brand TLD strategy so you can show measurable value and ROI to your executive team.
Key Benefits
- Security: Central control reduces risks such as phishing, hijacking, and spoofing.
- Brand Authenticity: Customers and partners know your namespace is genuine.
- Marketing Agility: Build campaigns and microsites under your trusted brand.
- Governance and Compliance: One system for monitoring, change control, and automation.
The result? Reduced cost, improved efficiency, higher engagement, and a measurable ROI.
Looking Ahead
A Brand TLD is the next natural evolution of digital identity.
As the internet grows, owning your namespace ensures control, visibility, and scalability for decades to come.
Think of it as a digital moat—protecting your brand castle, securing your network, and reinforcing trust.
At Authentic Web, we’re here to guide you through every step: from business case development and ICANN application to go‑live strategy and ongoing DNS security.
If you’d like to learn more, watch our upcoming videos or reach out directly.
We’ll help you prepare to apply, budget effectively, and modernize your digital control systems ahead of the 2026 ICANN TLD round.
