DotBrand Update

Dotbrand are internet addresses where a keyword or phrase is associated with a brand name to create a significant destination. 2020.ntt associates 2020, the date of the next tokyo olympics, with ntt, the famous japanese telecommunication brand. Dotbrand are part of the global new gTLD programme by ICANN, and are progressively going live.

As brands are constantly creating new dotbrand domains names, the DNS setup is organized around three main options :

  • DNS resolves directly to a website
  • DNS points to an adresse that redirects to another website
  • DNS is not set up.

Between mid June and early July 2017, 3 main dotbrand sites went live: de.vanguard,  pride.google and  humanexperience.jll

The dot brand observatory provides insightfull research and studies on how dot brand domains are currently used to support brand global digital presence.

Pride Dot Google

 

pride.google lists all the gay pride and parade that take place in America.

The parades can be accessed and browsed either by location, finding the closest parade to a certain place or city, or also be browsed chronologically.

The #showup hashtag is put forward  users are welcome to tell that they will #showup at specific parades.

This is a great example of associating the brand name with a strong value.

 pride dot google

 

De Dot Vanguard

The Vanguard Group is an American investment management company based in Malvern, Pennsylvania with over $4 trillion in assets under management.

It’s new german website is de.vanguard, leveraging the dotbrand architecture and using the two caracter codes as a second level domain. Other brands, such as Abbott or JCB are making use of that architecture.

This enables the brand to have a consistant local domain name strucure. It is difficult for brands to own a large portfolio of branded domain with ccTLD  – as an example, vanguard.de is owned by a german healthcare company called Vanguard.

de dot vanguard screenshot

 

Humanexperience dot JLL

Jones Lang LaSalle Incorporated or JLL is an American professional services and investment management company specializing in real estate. Since March 2014 it has officially marketed itself under the abbreviation “JLL”.

jll previously launched theinvestor.jll and futureofwork.jll. These domain names are memorable and convey a positive idea.  Human Experience dot jll explains how human experience drives better performance, better life balance and globally better results for an organization and for the people who work in that organization.

JLL’s 2017 Global Research project reveals experience is a primary differentiator whenever individuals engage with an organization, and should play a core role in every company – both strategically and operationally.”

human experience dot jll