- Brand Talk
- For Students
Columbia Business School's Center on Global Brand Leadership presents A Global Webinar:
Who Should Invest in a dotBRAND?
Evaluating the Business Case for a Top-Level Domain Name
Originally webcast on October 19, 2011
Free archive webcast now available with registration
A new frontier in the internet is about to open. Website names will expand from mere .COMs and .NETs to full-fledged names like .WINE and .HOLLYWOOD, and brands like .CANON and .DELOITTE. In January 2012, organizations will have the chance to own a dotBRAND domain name instead of just registering for a dotCOM website.
Global brand owners, industry associations, and internet entrepreneurs are facing an important, and immediate, decision about how they should react to this new opportunity. ICANN's application process for new generic Top-Level Domains (gTLDs) begins on January 12, 2012 and closes on April 12, 2012, so there is a small window in which to commit--and the next opportunity to apply will be several years from now.
This webinar brings together business, branding, and internet experts to discuss the strategic questions faced by any organization considering, or committed to, ownership of a new gTLD:
- What types of brands and organizations will most benefit from investing in a gTLD?
- If I am a .BRAND owner what are some of the use cases to best leverage my .BRAND for marketing and brand building purposes?
- How are consumers likely to react to these new gTLDs? Will they provide clarity or confusion to their internet experience?
- How will search engines, social media sites, and other internet properties respond to new .BRANDs?
- What options are there for defensive action to protect my trademarks?
- What are the full costs and processes behind applying for and owning a gTLD?
By exploring these and other questions, this webinar gives business leaders the means to make an informed decision about how to best invest (or not invest) in their own .BRAND.
William Barrett, Online Strategy Leader,
Global Brand & Communications, Deloitte
Karl Isaac, Executive Director, Digital Branding, Landor
Roland LaPlante, Chief Marketing Officer, Afilias
Paul Twomey, Managing Director, Argo P@cific, former ICANN CEO
David Rogers, Executive Director, BRITE, Columbia Business School
Online Strategy Leader, Global Brand & Communications, Deloitte
Bill joined the Deloitte organization in 1999 and has more than 20 years of marketing communications experience in B2B and B2C markets. During his time at Deloitte, he has held roles in both the U.S. and Global organizations focused on promoting the Deloitte brand through various digital marketing channels and campaigns.
Bill is currently leading Deloitte's global "dotBrand" evaluation in support of Deloitte Touche Tohmatsu Limited and it's member firms.
Executive Director, Digital Branding, Landor
Karl Isaac is executive director of digital branding in the San Francisco office of Landor Associates. He has over 17 years of experience, which includes branding and marketing on both client and agency sides.
At Landor, Karl leads the digital practice with a focus on delivering brand engagement across websites, applications, digital marketing campaigns, social media, emerging technologies, and immersive experiences.
Senior Vice President and Chief Marketing Officer, Afilias
Roland LaPlante is the Senior Vice President and Chief Marketing Officer at Afilias. Mr. LaPlante directed the marketing and launch of .INFO in 2001, the first - and most successful - new TLD ever launched. An accomplished marketing expert, Mr. LaPlante oversaw the successful applications for, and launches of, five new TLDs, and has supported the growth of 10 ccTLDs on behalf of Afilias.
Mr. LaPlante's 30-year career in marketing includes both consumer and B2B experience. He has held senior marketing positions at McGraw Hill, Providian Corporation, Citibank, Heublein, and Procter & Gamble. Before joining Afilias, he was Vice President and Chief Marketing Officer of Xlibris, an Internet publishing company based in Philadelphia.
Mr. LaPlante holds a B.A. from Dartmouth College and an M.B.A. from Amos Tuck.
Managing Director, Argo P@cific and former ICANN CEO
Dr. Paul Twomey is the founder and managing director of Argo P@cific, a high-level international advisory firm which assists companies to build and grow global internet and technology-businesses.
Dr. Twomey is one of the founding figures of ICANN. He was the founding Chair of the Governmental Advisory Committee for two terms. He was President and CEO, then Senior President of ICANN from 2003 until January 2010.
He continues to work in the DNS arena, and is extensively engaged in cybersecurity governance and operations. Additionally, he is the former Chairman of the World Economic Forum's Global Agenda Council on the Future of the Internet.
He has also been involved in public service as the founding Chief Executive Officer of the Australian government's National Office for the Information Economy (NOIE) and the federal government's Special Adviser for the Information Economy and Technology.
The International Herald Tribune and the New York Times have described Dr. Twomey as "The Internet's Chief Operating Officer," and Managing Intellectual Property has named Dr. Twomey one of the 100 most influential people on global intellectual property issues.
Executive Director, BRITE, Columbia Business School
David Rogers is the Executive Director of BRITE at Columbia Business School and the faculty director of the school's Executive Education program on Digital Marketing Strategy. He is the founder and host of the Center on Global Brand Leadership's acclaimed BRITE conference.
Rogers is a widely recognized leader on digital strategy and brands, known for his unique insights into customer networks. His latest book is The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age, published in 2011 by Yale University Press.
Rogers speaks at conferences worldwide on the ways that digital trends are transforming business strategy. He received the award for Brand Leadership at the 2009 World Brand Congress.
He writes regularly for BNET and has appeared on CNN, CNBC, Marketplace, Reuters, MSN Money, and Channel NewsAsia.
David has advised and consulted on marketing and digital strategies for leading companies.