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From the perspective of brands, this may be a big deal. $185k is a drop in the bucket, and large organizations with marketing budgets held in different division
by joshklein 15y ago
From the perspective of brands, this may be a big deal. $185k is a drop in the bucket, and large organizations with marketing budgets held in different divisions often have very different infrastructure (sometimes because those divisions are separate companies that have been acquired, have a separate P&L, etc). New product launches have to deal with domain availability and possible trademark squatters. Some brands have different websites for different segments of their audience. Some brands launch websites just to support a specific marketing effort, such as cause marketing or event support.
This is absolutely a head-scratcher for small orgs, but is pretty convenient (a convenience easily worth $185k) for the big brands. I think their example of .apple is a silly one. A better example might be P&G, J&J, Pfizer, The Pepsi Company, etc.
- mycroftiv 15y agoApple's market cap is 300 billion. Johnson & Johnson and Procter & Gamble are both at 180 billion. Pfizer is 160 billion and Pepsi is 110 billion. So why exactly is Apple a silly example?
- smiler 15y agoNotice he's talking about brands - because Apple don't have multiple brands, apple.com is fine. But for big companies in the food & beverage, homecare sectors etc, they have a lot of sub brands. They want to de-emphasise their company name (because nobody cares about them) and sell the brand. For example, do you know off the top of your head the brands of P&G? However, if I told you Old Spice, Gilette, Oral-B, Pantene etc, it starts to make a lot more sense to have .oldspice, .gillette .oralb .pantene and so on.
- justincormack 15y agoThat makes no sense. http://apple/ http://apple/ might make sense. But what would .pantene do? blonde.prov.pantene? They are not going to subdomain them under .pg.
- joshklein 15y agoI just flipped on a clip from Hulu.com and was served a Lowes DR pre-roll spot driving to the vanity URL Lowesracing.com/SummerSalute This is what I'm talking about. Apple doesn't do that sort of thing, making them a silly example for a TLD.