History of Domain Marketing

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The Technical Domain Name
In the beginning, domain names were just a human-friendly form of an IP address, a routing protocol. They retain that technical character, they route traffic to web sites.

The Trademarked Domain Name
As traffic increased, the value of domain names became obvious. Domain names began to look like trademarks. Corporations became interested as the web became a viable commercial space. Domain name management today is handled by intellectual property and legal departments, and they will continue to guard the brand.

The Paradox of Cyberpiracy
One trademark covers thousands and thousands of domain names: misspellings, plurals, and longer domain names containing the trademark. Infringers appear, realizing the value of the brand and reaping the profits. Corporate legal departments send cease-and-desist letters to owners of infringing domains and pursue other actions. But while infringers know how to release value from the brand, companies don’t.

The Domain Name as Marketing
Today domain names are beginning to act like a combination of billboard and highway off-ramp. They are well-marked routes to a destination. Different perceptions and memories of a brand lead to different ways of finding the brand, and domain names are a particularly effective way of realizing the value of the full spectrum of the brand. Today, as small entrepreneurs are making millions with domain name portfolios, the best portfolios are still those of large companies with enormous brand equity.

The Names@Work Solution
Names@Work helps companies understand and exploit all of the different qualities of a domain name – from technical implementation to intellectual property protection to domain name marketing. One well-managed domain name is a money-maker; a well-managed corporate domain name portfolio releases the full power of the brand on the Internet, resulting in customers, sales, and profits.

Names@Work handles the entire spectrum of domain name strategies to help companies route, protect, and profit from their domain names.