A couple of months ago, Axa had innovated with a brand new page on the new gTLD :
http://annualreport.axa. That was a bold move, and even though not reaching a very large public, it was quite a nice innovation.
Then, citic changed their whole home page to “group.citic” or a similar URL, on a new gTLD, but they quite quickly took it away.

Now, bnpparibas created a real, interactive, new site for their innovation lab : http://www.innovandconnect.bnpparibas
That page has new and fresh content, with quite a nice design and modern look and feel.
Let’s see how it performs. It is so far a bit hidden in the search engines.
Does that indicate a start of a new era where big brands will have their web presence on “.brands” ?