Domain Name Wire Podcast What’s next for dot-brands – DNW Podcast #536
May 26, 2025
Theresa Swinehart, SVP of Global Domains and Strategy at ICANN, dives into the upcoming round of top-level domain applications. She highlights how brand strategies have evolved since the last application window over a decade ago. The conversation reveals challenges brands face, including high costs and knowledge gaps. Financial support options for new applicants, especially small businesses and those from developing nations, are also discussed. Additionally, Swinehart emphasizes the importance of community feedback and strategic alignment in navigating the dot-brand landscape.
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Dot Brands Enable Technical Innovation
- Dot brands like Microsoft and Amazon use their domains beyond marketing, integrating technical infrastructure.
- Dot brands serve broader digital strategies, including service endpoint management and cloud hierarchies.
Market Leaders See Benefits, Low Awareness
- Most market leaders see potential benefits of dot brands for brand differentiation and trust.
- Awareness is low, with only 2% believing in strong potential, revealing a knowledge gap.
Close Dot Brand Knowledge Gap
- Increase awareness by providing clear guidance on the value and application process for dot brands.
- Help companies understand the resource needs and benefits to close the knowledge gap.