Of all the predictions, this is the most interesting. A Brand TLD strategy addresses many problem areas including brand trust, cyber security, IT management pain, total cost of ownership, and digital communications. All of them add value to the authentic brand entity.
The Internet is still young. Its birthday is often stated as January 1983 when TCP/IP was created to allow computers to connect. It went mainstream in the mid to late 1990s. Let’s say the Internet starting its mass market adoption curves with domains about 25-30 years ago. Since then, the .com TLD has ruled. It will stay like that for a while but to think that is the long-term position, ignores innovation reality.
Consider the history of music playback. Vinyl records became commercially available in 1930, cassettes in 1964, CDs in 1976, MP3 players in 1997 and entering 2023 streaming on demand rules the world. Vinyl had a long run and then with some innovations for 60-70 years but that run is over, aside from niche collectors, as new, better, and different technologies emerged.
A Brand TLD is an inevitable, natural evolution for digital brand identities for all major or aspiring brands.
Owning a proprietary brand space ensures trust and security for your audience, customers, company, and partners.
As the ICANN announcement enters the ether, enterprise strategists, brand, compliance, IP, and InfoSec officers will prioritize a future brand digital identity strategy to own their proprietary Brand TLD that is authentic, controlled as the long-term platform for innovation, and future expansion of the surface area.