Domain Names Rewired Strategies for Brand Protection in the Next Generation of the Internet
by Wolfe, Jennifer C.; Chasser, Anne H.Edition: 1st
Format: Hardcover
Pub. Date: 2012-11-06
Publisher(s): Wiley
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Summary
In an economic time where the return on any investment must justify the risk and cost investment, and global brand protection is more important than ever, project leaders inside corporations will welcome the strategies to be uncovered in Rewiring the Internet to know how to respond to the coming changes in the new frontier. This book is written for executives and branding professionals to give them the tools to address important issues their company will face when creating new brands or derivative brands, as well as protecting their existing brands in a global changing Internet landscape. This book will be written in their language to show them how to increase the value and success of their campaigns within the new generation of the Internet. The authors have teamed up with VeriSign (the largest registry operator of domain names, holding the rights to . com ) in this project. VeriSign can offer access and assistance in research and gathering critical information about Internet usage and anticipated changes, as well as making connections for important interviews in this book. The authors will interview high level executives from the world's leading companies, managing directors of venture capital firms, technical specialists, leaders from ICANN and other independent organizations involved in branding and intellectual property, SEO specialists, leaders from advertising and branding agencies to identify what's trending as this next big wave approaches.
Author Biography
JENNIFER C. WOLFE was recently named one of the top 300 global intellectual property strategists by IAM magazine for the second year in a row. She is the founder and CEO of Wolfe Domain, a global gTLD strategy advisory firm and co-managing partner of Wolfe-SBMC, a prominent woman-owned intellectual property law firm with offices in Cincinnati, New York City, and Spokane, Washington. She is a successful entrepreneur and was elected as the first female president of the Greater Cincinnati Venture Capital Association. She has helped found technology start-ups and serves on the boards of emerging growth companies. Clients served include: Microsoft, Nestle, Procter & Gamble, Duke Energy, FirstGroup America, and many emerging technology companies. She is a certified Six Sigma Black Belt in process improvement, nationally accredited in public relations, and has been a regular contributor to national legal and technology publications. She was recently appointed to serve on the Generic Names Supporting Organization Council of ICANN.
ANNE H. CHASSER was named one of the 50 most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the U.S. Patent & Trademark Office and president of the International Trademark Association. She has achieved top-level executive experience in both government and higher education administration as Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University. She has been trained in negotiation at Harvard and is widely recognized as a visionary thought leader in IP. She was recently inducted into the College Licensing Hall of Fame and is a member of the Trademark Public Advisory Committee for the U.S. Patent & Trademark Office. She also serves as an advisor to Wolfe Domain.
This is the authors' second book. Their first book, Brand Rewired, was highly recognized as a forward-thinking innovative approach to brand development and protection by spanning silos within organizations.
Table of Contents
Preface ix
Acknowledgments xxxi
Chapter One The New Regime 1
An Overview of the Business Community Response to gTLDs 3
Potential Benefits for an Organization Applying for gTLDs 6
Potential Risk if Applying for gTLDs 13
The Business Model—How Can It Work? 15
Chapter One Highlights 23
Chapter Two The Brand Bubble 25
The .com Phenomenon 26
Protecting Trademark Owners 31
There’s No Need for It 34
The Cost Is Just Too High 38
It’s Not Fair to Small Businesses 40
What’s the Value of Your .com Now? 42
It’s All About Execution 44
Chapter Two Highlights 44
Chapter Three Building Your Brand and Social Media 47
The Emergence of Social Media and Online Communities 48
Experience with Social Media Marketing 49
What’s Next? 51
It Could Change Everything 54
Chapter Three Highlights 60
Chapter Four Defending Your Brand 63
The New Domain Name Landscape 65
The Slippery Slope 75
Competitive Analysis 75
The Best Defense Is a Good Offense 77
Chapter Four Highlights 84
Chapter Five Behind the Scenes 87
How Internet Search Engines Work 88
Web Crawling 88
Meta Tags 91
Building the Index 91
The Next Generation of Search 92
Chapter Five Highlights 97
Chapter Six Forecasting the Future 99
A History Lesson 100
Interactive Initiatives and their Outcomes 107
Overstock.com—o.co Rebranding 108
Facebook Connect 109
Chapter Six Highlights 111
Chapter Seven Rewiring the Internet 115
A Few Final Conclusions 115
Begin with the End in Mind 123
A Few Key Predictions 128
Chapter Seven Highlights and Concluding Trends 131
Appendix A The History and Changing Landscape of the Top-Level Domain 135
Committed Companies 135
Other Major Companies 136
Learning from gTLD History 190
What Happened with .tv? 190
The Future of .tv 194
What’s Different Now? 194
What Will Happen Next? 195
Appendix B Our Thought Leaders 197
Josh Bourne 197
Managing Partner, FairWinds Partners 197
Sarah B. Deutsch 198
Vice President and Associate General Counsel, Verizon Communication 198
Claudio Di Gangi 199
Manager, External Relations, Internet and the Judiciary, International Trademark Association 199
Cynthia L. Gibson 199
Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199
J. Scott Evans 200
Senior Legal Director, Head of Global Brand, Domains & Copyright, Yahoo! 200
Nancy H. Lutz 201
Partner, Kelley Drye & Warren, LLP 201
Steven W. Miller 201
Vice President and General Counsel, Intellectual Property, Procter & Gamble 201
Jeffrey J. Neuman 202
Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202
Russell Pangborn 203
Associate General Counsel for Trademarks, Microsoft Corporation 203
Krista Papac 204
Chief Strategy Officer, ARI Registry Services 204
Katherine A. Ruwe 205
Senior Counsel, Global Litigation and Dispute Resolution, Procter & Gamble 205
Adam Scoville 206
Trademark and Brand Protection Counsel, RE/MAX, LLC 206
Ellen Shankman 206
Principal, Ellen B. Shankman and Associates 206
Yasmin R. Tavakoli 207
Associate, Kelley Drye & Warren, LLP 207
Fabricio Vayra 208
Trademark Attorney, Time Warner Inc. 208
Nick Wood 208
Managing Director, Com Laude 208
Works Cited 209
About the Authors 217
Index 219
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