Some 18 months after what appears to be a revolution in the domain name industry, how have brands made the move to the new extensions? How is this innovation changing their communication and the experience for their customers and fans? What are their strategies?
By decrypting concrete use cases, this new issue paper by Guillaume Pahud, the founder of dot stories, an activation platform for generic domain names under the .brand gTLD, is an instructive explanation on how brands are taking advantage of these new TLD suffixes.
Promoting a brand’s roots in a region and its history, highlighting brand values, providing new tools and new browsing experiences are all examples underlining the interest brands have in these new extensions and how they are using them to innovate in their online communication.
Download the new Afnic Issue Paper “The new Corp TLDs : The brand”
Afnic is the acronym for Association Française pour le Nommage Internet en Coopération, the French Network Information Centre. The registry has been appointed by the French government to manage domain names under the .fr Top Level Domain. Afnic also manages the .re (Reunion Island), .pm (Saint-Pierre and Miquelon), .tf (French Southern and Antarctic Territories), .wf (Wallis and Futuna) and .yt (Mayotte) French Overseas TLDs.
In addition to managing French TLDs, Afnic’s role is part of a wider public interest mission, which is to contribute on a daily basis, thanks to the efforts of its teams and its members, to a secure and stable internet, open to innovation and in which the French internet community plays a leading role. As part of that mission, Afnic, a non-profit organization, has committed to devoting 11% of its Revenues from managing .fr Top Level Domain to actions of general interest, in particular by transferring €1.3 million each year to the Afnic Foundation for Digital Solidarity.
Afnic is also the back-end registry for the companies as well as local and regional authorities that have chosen to have their own TLD, such as .paris, .bzh, .alsace, .corsica, .mma, .ovh, .leclerc and .sncf.
Established in 1997 and based in Saint-Quentin-en-Yvelines, Afnic currently has nearly 90 employees.