Domain Names Rewired – Strategies for Brand Protection in the Next Generation of the Internet

<p>Preface ix</p>
<p>Acknowledgments xxxi</p>
<p>Chapter One The New Regime 1</p>
<p>An Overview of the Business Community Response to gTLDs 3</p>
<p>Potential Benefits for an Organization Applying for gTLDs 6</p>
<p>Potential Risk if Applying for gTLDs 13</p>
<p>The Business Model How Can It Work? 15</p>
<p>Chapter One Highlights 23</p>
<p>Chapter Two The Brand Bubble 25</p>
<p>The .com Phenomenon 26</p>
<p>Protecting Trademark Owners 31</p>
<p>There′s No Need for It 34</p>
<p>The Cost Is Just Too High 38</p>
<p>It s Not Fair to Small Businesses 40</p>
<p>What′s the Value of Your .com Now? 42</p>
<p>It′s All About Execution 44</p>
<p>Chapter Two Highlights 44</p>
<p>Chapter Three Building Your Brand and Social Media 47</p>
<p>The Emergence of Social Media and Online Communities 48</p>
<p>Experience with Social Media Marketing 49</p>
<p>What s Next? 51</p>
<p>It Could Change Everything 54</p>
<p>Chapter Three Highlights 60</p>
<p>Chapter Four Defending Your Brand 63</p>
<p>The New Domain Name Landscape 65</p>
<p>The Slippery Slope 75</p>
<p>Competitive Analysis 75</p>
<p>The Best Defense Is a Good Offense 77</p>
<p>Chapter Four Highlights 84</p>
<p>Chapter Five Behind the Scenes 87</p>
<p>How Internet Search Engines Work 88</p>
<p>Web Crawling 88</p>
<p>Meta Tags 91</p>
<p>Building the Index 91</p>
<p>The Next Generation of Search 92</p>
<p>Chapter Five Highlights 97</p>
<p>Chapter Six Forecasting the Future 99</p>
<p>A History Lesson 100</p>
<p>Interactive Initiatives and their Outcomes 107</p>
<p>Overstock.com o.co Rebranding 108</p>
<p>Facebook Connect 109</p>
<p>Chapter Six Highlights 111</p>
<p>Chapter Seven Rewiring the Internet 115</p>
<p>A Few Final Conclusions 115</p>
<p>Begin with the End in Mind 123</p>
<p>A Few Key Predictions 128</p>
<p>Chapter Seven Highlights and Concluding Trends 131</p>
<p>Appendix A The History and Changing Landscape of the Top–Level Domain 135</p>
<p>Committed Companies 135</p>
<p>Other Major Companies 136</p>
<p>Learning from gTLD History 190</p>
<p>What Happened with .tv? 190</p>
<p>The Future of .tv 194</p>
<p>What′s Different Now? 194</p>
<p>What Will Happen Next? 195</p>
<p>Appendix B Our Thought Leaders 197</p>
<p>Josh Bourne 197<br /> Managing Partner, FairWinds Partners 197</p>
<p>Sarah B. Deutsch 198<br /> Vice President and Associate General Counsel, Verizon Communication 198</p>
<p>Claudio Di Gangi 199<br /> Manager, External Relations, Internet and the Judiciary, International Trademark Association 199</p>
<p>Cynthia L. Gibson 199<br /> Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199</p>
<p>J. Scott Evans 200<br /> Senior Legal Director, Head of Global Brand, Domains &amp; Copyright, Yahoo! 200</p>
<p>Nancy H. Lutz 201<br /> Partner, Kelley Drye &amp; Warren, LLP 201</p>
<p>Steven W. Miller 201<br /> Vice President and General Counsel, Intellectual Property, Procter &amp; Gamble 201</p>
<p>Jeffrey J. Neuman 202<br /> Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202</p>
<p>Russell Pangborn 203<br /> Associate General Counsel for Trademarks, Microsoft Corporation 203</p>
<p>Krista Papac 204<br /> Chief Strategy Officer, ARI Registry Services 204</p>
<p>Katherine A. Ruwe 205<br /> Senior Counsel, Global Litigation and Dispute Resolution, Procter &amp; Gamble 205</p>
<p>Adam Scoville 206<br /> Trademark and Brand Protection Counsel, RE/MAX, LLC 206</p>
<p>Ellen Shankman 206<br /> Principal, Ellen B. Shankman and Associates 206</p>
<p>Yasmin R. Tavakoli 207<br /> Associate, Kelley Drye &amp; Warren, LLP 207</p>
<p>Fabricio Vayra 208<br /> Trademark Attorney, Time Warner Inc. 208</p>
<p>Nick Wood 208<br /> Managing Director, Com Laude 208</p>
<p>Works Cited 209</p>
<p>About the Authors 217</p>
<p>Index 219</p>