A tempered view of the new gTLD industry to date touching on .Barclays brand registry experience and how the new gTLDs will build momentum synonymous with brand adoption of the new extensions.
Tony Kirsch from Neustar shows a trend among dot brands using the “home.brand” format. CERN made a complete move from www.cern.ch to www.home.cern as did Barclays in transitioning to www.home.barclays. Others are using redirects to their .com sites such as home.microsoft and sports.sky.
This is the official press release from Bradesco on their move from .com.br to their brand registry .bradesco. The site is in Portuguese so requires a browser translator if you do not speak Portuguese. To summarize, Bradesco states security as the number one reason for moving to .bradesco and references several live domain names on their .bradesco brand registry.
A great synopsis of the brand registry providing examples of innovation capabilities (cars) as well as challenges for brands who own their dot brand space.
Companies with a brand registry often keep their primary .com domains but may drop non-critical .com domains from their portfolio, as analyzed by Domain Name Wire.
Twitter’s IP counsel desires .twitter and suggests an exclusive TLD application round for brands.