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Download Domain Names Rewired: Strategies for Brand Protection in the Next Generation of the Internet epub

by Anne H. Chasser,Jennifer C. Wolfe

An essential guide to navigating the shifting Internet landscape

The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape?

In an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in Domain Names Rewired. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet.

Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many othersLooks at relevant situations your corporation may deal with in creating new brandsProvides expert guidance for protecting your existing .com and brand in an exponentially changing Internet worldOffers ideas to consider disruptive innovation in expanding .com into .anything

The rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in Domain Names Rewired.

Download Domain Names Rewired: Strategies for Brand Protection in the Next Generation of the Internet epub
ISBN: 1118312627
ISBN13: 978-1118312629
Category: Law
Subcategory: Intellectual Property
Author: Anne H. Chasser,Jennifer C. Wolfe
Language: English
Publisher: Wiley; 1 edition (November 6, 2012)
Pages: 272 pages
ePUB size: 1697 kb
FB2 size: 1121 kb
Rating: 4.4
Votes: 192
Other Formats: rtf azw txt doc

Almost two years old now, but a good primer that will make you think about the validity of new gTLDs coming available. Not sure I buy the part about their ability to enhance search engine optimization though. Search algorithms at Google, Youtube and elsewhere keep changing so as to not favor those using easy tricks like manipulating domain names to improve their . Other than that, the book will make you think about some very realistic outcomes for the gTLD space. Like it or not, here they come.

The author also has a Youtube channel where she will soon have videos featuring comedians doing skits explaining new gTLD domains. Should be fun.
Digital Branding and Domain Names are a fairly complicated matter, and a company that has some elegance and savvy within their online strategy for their brand tend to be those that thrive. Domain Names Rewired is a very worthwhile, "real-deal" book that can propel a company's online strategy for their brand.

As a domain name industry professional for going on 20 years, I strongly encourage reading this book to folks just joining the industry. I really recommend this for anyone managing domain names for their company, and I also suggest this should be on the desks and trained towards for new hires at hosting companies, registries, and registrars.

Jennifer Wolfe 'gets it' about the strategy pivots and planning that branding professionals should be tracking. New Top Level Domains and Internet policies are some significant shifts in the status quo for digital / Internet branding. Her legal background and experience in branding provide a very balanced, grounded approach and insight for domain name strategy.

The book is written for people of any aptitude to be able to quickly latch on to the important concepts on some fairly complicated technologies, and the diagrams and bullet points really help to advance the reader along at a quick pace.
I really enjoyed this book. I've been trying to learn more about gTLDs and there is very little accessible information out there. This book is the first thing that answered "why change the system?" It's an accessible book with lots of ideas about what businesses can do with a .businessname site.