From .com to .brand

From .com to .brand

The Changing Face of Internet Domains

Contents

Transitioning from .com to .brand 3

New gTLDs: The Facts 4

Opportunities Presented by the Introduction of New gTLDs 8

How Ogilvy can help 13

Appendix 15

2

Transitioning from .com
to .brand
Early next year, The Internet Corporation for Assigned Names and Numbers (ICANN)
will be accepting applications for the creation of new gTLDs (generic Top-Level Domains),
which will allow companies to take ownership of both branded domains such as .coca-cola
or .ibm and more generic but relevant domains such as .money or .food. The shift from
a .com-centric to a .brand-centric domain architecture has the potential to dramatically
alter the online landscape, leading to expectations that hundreds of new gTLDs will be
registered over the course of the next year.

For brands’ online presence, the new domains represent a transformative opportunity.
However, to successfully take advantage of this opportunity, brands must be strategic in
their approach. Before brands even begin navigating the complex application process,
they must first understand exactly what owning a gTLD would mean for them as well as
consider a number of questions such as: “Should I register my brand name just in case?’’
and “How will this play a role in my overall brand architecture?”

In this paper, we will provide an overview of the shift toward the new gTLDs. We’ll address
how gTLDs can be registered and what it means to operate one. We’ll take a look at the
exciting opportunities gTLDs offer to brands, and show how Ogilvy can help brands make
the most out of the gTLD shift.

3

New gTLDs: The Facts
Because organizations have lobbied over the years for specific gTLDs, ICANN has decided
to open a market and adopt policies for issuing these gTLDs. Although it continues to
refine the domain application process, ICANN has released a handbook that details what
is expected from applicants. As brands begin to think about that process, this is what they
need to know.

Applying for a gTLD
How the process works
Applications submitted during the first quarter of 2012 will be subject to a multistage
evaluation process lasting approximately nine to 20 months. During this time, the applied-
for domain names will be published online, allowing the public to review them and submit
objections.

Costs
Brands looking to purchase a gTLD should anticipate the cost of the application process.
ICANN’s initial application fee for a new gTLD totals $185,000, and domain maintenance
costs of $25,000 per year. These costs do not include a brand’s internal expenditures, such
as the cost of staff to administer registrations and ensure policy compliance, or the cost that
may arise from an auction in the event that multiple parties vie for the rights to a domain.

Trademarks
A major concern for a brand beginning to think about gTLDs may very well center on
questions like “Will someone register my brand name as a gTLD, leaving me empty
handed?” There is, however, a program in place similar to those operated for current
domain name registrations (e.g., for registering a brand.com) to mitigate this risk. A list
of all proposed gTLDs will be published after the application period has expired. An
objection-based process will then enable brands to declare that a specific application would
infringe upon their trademark. If the brand is successful in objecting, the application will
not proceed.

Vision for the gTLD
ICANN does not plan to give out gTLDs to just anyone who is willing to pay the fee. In
their vision, an applicant for a new gTLD is not just registering that domain, but is also
applying for the creation and operation of a full-on registry business that supports that
specific domain name as well as the internet’s domain name system in general. Running a
registry involves a number of significant responsibilities due to the fact that the operator of
a new gTLD is running a piece of visible internet infrastructure.

4

ICANN expects all new gTLDs to be operational, which means that companies cannot
“reserve” a domain. This requirement allows for competition and innovation in the
marketplace, which are among the primary goals of the new gTLD strategy and ICANN’s
overall mission. Applicants will be required to provide a detailed plan for how they intend
to launch and operate their proposed gTLD(s). The requirement stipulates that a brand’s
new gTLD must be operational within one year of signing a registry agreement with
ICANN.

Community domain names versus open domain names
ICANN makes a distinction between community-based gTLDs and open gTLDs. A
community domain addresses a clearly defined community and is operated for the benefit
of a restricted population. In order to qualify for a community-based gTLD, the applicant
1) must demonstrate an ongoing relationship with a defined community; 2) must have
applied for a gTLD string that is strongly and specifically related to that community;
3) must have proposed dedicated registration and use policies for registrants; and 4) must
have its application endorsed by an established institution representing the community. For
example, while global food conglomerates like Unilever and Procter & Gamble would be
highly interested in claiming .food, ICANN could decide to grant the gTLD to the USDA,
which has been a regulatory and educational body in the dietary space for over 100 years.

While any company can apply for the ownership of category domains such as .money,
.food or .book, registering a generic gTLD will most likely result in having to battle with
groups claiming that a specific gTLD should be considered a type of community domain.
Previously, ICANN has consistently demonstrated a strong community bias, for its charter
and mission practically require it to do so.

The open gTLD classification
Any application that has not been designated as “community-based” will be considered
an open gTLD. Open gTLDs can be used for any purpose consistent with application
and evaluation criteria. An open gTLD may or may not have a formal relationship with an
exclusive registrant or user population. This would apply to companies registering their
brand as a gTLD.

Brands already thinking about this process have begun to chart their gTLD naming
strategy. According to a study by Melbourne IT Digital Brand Services, which surveyed
150 organizations that have expressed an interest in applying for a new gTLD, 92% of
respondents have indicated their preferred choice would be their core brand name: a
.brand. (For example, Canon has publicly stated it will apply for .canon.)

The results of this study reveal that brands are clearly split between two strategic intentions,
with 48% indicating that their primary intention is to protect against brand infringement
and another 45% indicating that their primary intention is to create a competitive
advantage for their business.

5

Duplicate applications
In the event that there are two or more applications for the same string (the combination
of letters and characters that form the gTLD) or confusingly similar strings, the so-called
“string contention” procedure will come into effect. The string contention is a three-step
procedure that begins with an automated system, based on algorithms, which determines
whether applicants have submitted duplicate or very similar gTLDs. After that, a panel will
take a closer look at the duplicates and decide if the strings proposed in two applications
are so similar that they are in direct string contention.

In the final stage of the procedure, contention sets must be resolved. There are two ways in
which this resolution may take place. For applications where at least one of the applicants
involved is community-based (see “Community domain names versus open domain names”
above) and has expressed preference for comparative evaluation, the following steps will
precede an auction, which serves as the final option for all types of string conflicts:

1) Voluntary agreement — One of the parties agrees to drop their application, or the parties
decide to form a partnership. This partnership will not replace the formal applicant, as only
one of the two parties will receive the rights to the gTLD in question. This party will then
be able, based on the agreement with the other party or parties involved, to operate the
gTLD.

2) Comparative evaluation — The comparative evaluation is an independent analysis in
which applicants will be asked to respond to a set of additional questions. A panel will
review and score the applications against criteria such as 1) the nexus between the proposed
string and community; 2) dedicated registration policies; and 3) community establishment
and endorsement.

Then, as the final step for community-based applications, and the first and last step for all
others:

3) Auction — The gTLD will be put up for bid through an online, ascending clock auction
featuring successive rounds for increasing price brackets. This process implies that
applicants will exit successively as the bidding level in a round exceeds their respective exit
bids.

6

After the gTLD Is Granted
Operating a gTLD
Following the completion of either the straightforward process or the slightly more
intense procedure in which other interested parties were successfully battled, a gTLD
will be granted. As a first step, the applicant will need to enter into an agreement with
ICANN and pass a battery of technical tests before the new gTLD may be created. The
applicant is then given a year to operationalize its gTLD. That means that both the internal
organizational structure and technical elements such as a registry must be prepared. After
this period — and only if the applicant intended to allow such according to their business
plan — third parties can begin registering their domain names on the new gTLD.

Registration phases and trademark protection
There are two phases through which domain name registrations take place on a newly
launched gTLD: a Sunrise Phase, consisting of the first 30 days, during which the
registration of domain names on the gTLD in question will be allowed as a prelaunch;
followed by a Landrush Phase, consisting of the next 60 days, during which registration is
open to the general public.

Every registrar that operates a gTLD is obligated to have several mechanisms in place that
prevent infringement of trademark rights during these phases. These infringements are
based on ICANN’s Trademark Clearinghouse, which is a repository of all word marks that
are registered, court validated, or protected by statute or treaty.

In the Sunrise Phase, notice must be provided to all trademark holders in ICANN’s
Trademark Clearinghouse when a party is seeking a sunrise registration. In the subsequent
Landrush Phase, trademark claims services must be offered.

Implications for Brands
The new gTLD program will offer brands a chance to register brand names or generic
terms “after the dot,” which opens a world of possibilities.

With the trademark protection methods in place, registering a gTLD merely for the
sake of preventing competition from snatching up that domain won’t be necessary. For
rights holders of brand names that several companies or organizations use across various
categories (think “Apple”), it is worth investigating either owning the gTLD or forming a
single application in partnership with other interested parties.

Some exciting opportunities exist beyond merely corporate or brand names. In the next
section, we will address a few of these opportunities, as well as share our vision of what
owning a generic or brand gTLD might signify.

7

Opportunities Presented
by the Introduction of New
gTLDs
While there is still much unknown about how users will react to new gTLDs, we did
identify several opportunities that the introduction of new gTLDs offers to both brands
and business. In this section, we will highlight some of these exciting opportunities.

Generic Domain Names
We foresee two primary ways in which a company may derive value from owning a
generic, or category, name. The first follows from the fact that a company can claim
brand ownership of a category (as Kleenex is to “facial tissue,” Google is to “search” and,
arguably, Apple is to “app”). Taking control of an established category in this way requires
significant marketing investment and won’t be achieved solely through the acquisition and
ownership of a domain.

The second way in which a company may see ROI on the purchase of a category domain is
by licensing a gTLD. While licensing could have the potential for revenue generation, it is a
new business model that would require the domain owner to operate in a new capacity and
acquire new capabilities that could potentially open up the organization to risk.

Brand-Focused Domain Names
The true .brand
Acquiring a branded domain name (like .coca-cola) offers many potential benefits and is
the primary reason that so many brands are excited about this move by ICANN. For all
brands, the introduction of the gTLD allows for the creation of fully branded URLs and
opens the door for more memorable websites, campaigns and social media applications. A
branded gTLD has the capability to tie various elements of the brand architecture together
beautifully.

Linking products with a master brand
For brands like Unilever, Coca-Cola, Nestlé and DuPont, which have a number of
subbrands living under the umbrella of a master brand, the challenge of linking subbrand
and master brand in the minds of consumers is often a difficult one. While master brands

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typically attempt to reinforce the subbrand/master brand association through TV end tags,
print ads and product packaging, the association is often overlooked. gTLDs can help solve
this problem. Master brands that venture to purchase a .brand gTLD gain the opportunity
to create a direct link between themselves and their subbrands by crafting subbrand
URLs that feature a subbrand.masterbrand format. By integrating these subbrand.
masterbrand URLs into all elements of a brand’s communications matrix and by making
the subbrand.masterbrand URL the subbrand’s digital home, the association between the
two brands becomes stronger. For brands with a suite of complementary products that are
not often associated with one another in the minds of consumers, this branding can be a
particularly attractive option. For example, Nestlé would gain the ability to craft URLs,
such as californiapizzakitchen.nestlé, häagen-dazs.nestlé, leancuisine.nestlé, stouffers.nestlé,
and wonka.nestlé which unite subbrands with one another via a master brand. For brands
like Nestlé, whose reputation for offering quality products is often an impetus for purchase
in both domestic and international markets, this association can translate into significant
ROI, as a closer subbrand/master brand association may translate into increased sales.

gTLDs can strengthen the link between subbrands and master brands not only for
traditional manufacturers, but also across other categories, such as the entertainment sector.
For example, film studios can increase master brand awareness and notoriety by registering
their individual films in the subbrand.masterbrand format. For a brand like Paramount,
creating URLs such as thegodfather.paramount, iloveyouman.paramount and
truegrit.paramount can leverage the brand equity inherent in the Paramount name, as well
as the brand equity in titles of its past work (e.g., The Godfather), to bolster the stature of new
releases (e.g., likecrazy.paramount, missionimpossibleghostprotocol.paramount, etc.).

Creating a brand platform
For brands that have invested a great deal in creating a global brand platform for
themselves, a platform-centric gTLD could prove to be a significant amplifier to branding
and marketing efforts. A brand like Coca-Cola, whose global brand platform “Open
Happiness” is ubiquitously associated with its flagship Coke brand, could benefit from
registering a .happiness gTLD. For Coca-Cola, a company that is as much invested in
brand stewardship as it is in the manufacturing of its products, this gTLD would present
an opportunity to truly own the concept of happiness in the digital space. Owning this
unique gTLD would allow Coca-Cola to leverage its platform across its suite of subbrands.
According to the brand’s architecture, these subbrands (including Diet Coke, Coke Zero,
Fanta, Dasani, etc.) are designed to live beneath the umbrella of the Open Happiness
platform, and URLs such as dietcoke.happiness, cokezero.happiness, fanta.happiness and
dasani.happiness could serve to reinforce that concept.

Additionally, registering unique platform-centric gTLDs allows a company like Coca-Cola
to carve out a niche for Open Happiness digitally. This enables Coca-Cola to create unique
and immersive happiness-centric digital experiences within its virtual world of happiness.

Reinforcing a retailer/reseller relationship
In much the same way that gTLDs offer the potential for brands to reinforce the subbrand/
master brand connection, gTLDs can also reinforce the connection between resellers or
retailers and a brand. Brands such as DuPont, which often integrate resellers into their
value chains, can utilize unique URLs as a tool to manage those relationships. Providing
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a reseller with space within a brand’s URL (e.g., reseller.dupont) can serve as an asset to
the reseller as the brand extends the brand halo to the reseller, creating a closer association
between the reseller and the brand in the minds of consumers.

Similarly, gTLDs can provide retailers with the opportunity to customize their local and
regional store sites. To deliver content relevant to a unique geographic audience, brands
such as Gap can create URLs such as 5thavenuenyc.gap, timessquare.gap and soho.gap to
give each store a virtual location that corresponds to its physical location.

Shorter URLs
As content sharing, microblogging and mobile proliferate in the digital space, the value of
shorter URLs is becoming increasingly clear. The widespread adoption of URL shortening
services like bitly has served to demonstrate this fact. As digital users continue to look for
ways to make their browsing and linking experience more streamlined, the realm of URL
shortening becomes one in which gTLDs can offer an advantage to brands.

A gTLD can enable brands to economize their URLs while also having them carry a
branded appearance. As a result, rather than using a URL such as http://www2.dupont.
com/tyvek/en_US/uses_apps/covers/index.html, DuPont could create a Tyvek product
URL that looks like http://tyvek.dupont/uses.

Additionally, gTLDs allow for brands to bypass the need to rely on a third-party URL
shortener like bitly. This can be an advantage, as it avoids the risk of potentially having to
pay for services from a third-party vendor. In addition, a third-party shortener can decide
to change to an ad-supported business model at any time, leaving a brand with countless
links distributed through various online and offline channels that suddenly feature
advertising. In a worst-case scenario, a vendor like bitly could decide to delete all previously
published links that haven’t been visited over a given period of time.

Customer - Focused Domain Names
Personalized user pages
A potentially breakthrough use of gTLDs could be for brands to leverage gTLDs for
individual customer accounts. Brands that offer user services via online portals have the
opportunity to customize the customer experience to an unprecedented degree by offering
personalized URLs. Taking the form of something like justin.netflix, mike.twc or
ryan.wellsfargo, the custom URL could be adjusted to become each user’s individual
portal to a brand’s digital presence.

So, instead of visiting wellsfargo.com to log in to a customized portal, each time Ryan
Smith, a customer, wants to check his balance or engage in online banking, he could
visit ryansmith.wellsfargo and immediately be immersed in a personalized experience.
While Ryan will likely have to enter a username and password to access the confidential
information on his page, the customized Wells Fargo page could be tailored to his unique
needs and could cater to them from the moment he arrives on the site. For example, Ryan
may be a recent college grad, meaning that his banking needs differ significantly from

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those of someone his father’s age. When he logs on to ryansmith.wellsfargo, he may
immediately be greeted with content centered around consolidating student loans with
Wells Fargo or be prompted to open a new savings account with the bank, presumably as
a place for him to retain a portion of his newly earned income. By contrast, his father, John,
may log on to a similarly personalized page (johnsmith.wellsfargo) and receive content
centered around mortgage refinancing.

By customizing the user experience and turning each user’s page into a unique experience
for visiting a brand’s site, gTLDs can drive customers into deeper levels of engagement
with brands. This engagement can increase affinity, ease of use, customer service efficacy
and even sales for brands leveraging customized gTLDs.

Security benefits
gTLDs offer an opportunity for brands to limit security risks posed by scams based on
fraudulent .com identities. .com-based URLs are subject to risk because they are available
for general purchase, essentially meaning that anyone with a credit card can own them.
This creates risk, as .com URLs with spellings very similar to brand-name URLs can be
purchased and put to fraudulent use, tarnishing a brand’s reputation. By contrast, a brand-
owned gTLD can avoid this risk because any page carrying a .brand URL allows a brand
to fully control the gTLD, building it into a trusted network/platform. This approach could
be particularly useful for financial institutions like American Express or TD Ameritrade
because it offers a high degree of assurance to consumers, especially for those visiting
the personalized section of a brand’s site (such as ryansmith.wellsfargo), as the high cost
of entry and large degree of control featured on these pages make them far less likely to
become victims of fraud.

Tracking codes/customer service
Brands within the logistics and travel industries face a unique opportunity to change the
way they do business by turning their tracking codes into personalized URLs. Rather
than prompting customers to enter a tracking code through a portal within its site, a
company like UPS, for example, could provide its customers with a unique URL that
allows them to check on the status of their package with little effort (e.g., 23923843984.ups).
Easily accessible from any internet-enabled device, this unique tracking URL would allow
customers to have access to their package’s location at any time. Travel brands face a similar
opportunity. Brands like British Airways could deploy unique, branded URLs such as
flight398.britishairways to allow customers to track flights in real time.

Collaborations
Sponsoring charitable gTLDs
gTLDs offer a significant opportunity for nonprofit organizations and initiatives
to collaborate with one another within a central online platform. A gTLD such as
.curecancer, .americanheart or .redcross has the potential to benefit relevant nonprofit
organizations both in terms of their brands and in terms of their functionality. However,
the cost of applying for, winning and operating a gTLD can be prohibitively high for
these organizations. As a result, an opportunity arises for brands with a commitment to

11

corporate social responsibility to step in and lend a hand. Brands that take an active role
in sponsoring and facilitating the maintenance of these charitable gTLDs could enjoy the
halo effect of their association with a cause.

Rewarding customers (ultimate badge)
One of the more innovative ways that brands can leverage gTLDs is in the realm of
rewarding customers. Many brands operate loyalty programs via their current .com
TLDs and, naturally, any brand migrating to a gTLD would be wise to migrate its loyalty
program as well (like American Express Membership Rewards). Additionally, along with
the opportunity to personalize portions of a brand’s website, personalized loyalty program
pages should play a role in any brand’s gTLD.

Another exciting opportunity for brands to take advantage of a gTLD-based loyalty
program is by collaborating on a unique gTLD that offers membership (and rewards)
to only the most loyal customers. In much the same way that the American Express
Centurion Card (informally known as the “black card”) has become a symbol of elite
status, a unique rewards gTLD could become the status symbol for customers who reach
a certain threshold of loyalty. A suggested gTLD could take the form of a .vip site that
offers members a unique portal only if they reach the upper tier of a given brand’s loyalty
program. A .vip gTLD could be operated by a consortium of complementary brands
(e.g., American Express, British Airways, Shangri-La Hotels, etc.) that offer their most loyal
customers a suite of rewards and services via a personalized .vip page (e.g., johnsmith.vip).
Similar to a virtual VIP lounge, each invitee’s personalized .vip site could be tailored to her
unique tastes and needs. Once a loyal customer has been offered a personalized .vip site, it
would remain available to him for the rest of his life.

Implications for Brands
By altering the format of TLDs and enabling brands to own a unique gTLD, a myriad of
opportunities arise. Owning a .brand can make a world of difference in the way brands
communicate and organize their online properties, and can also create new virtual worlds
in which they tie products closer to a master brand or reinforce their relationships with
resellers and retailers.

Customers can be offered more intuitive service platforms with the security benefits that
come with the requirements ICANN places on applicants in terms of their financial
obligations and vision of operating a gTLD. Finally, collaborations with other parties to
operate one gTLD can open the door to new, broadly supported online programs.

Whatever the most appropriate opportunity for a brand, the new gTLD program
represents a significant investment of both finances and resources. Therefore,
understanding exactly what role a gTLD can play in a brand’s overall marketing strategy
becomes imperative.

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How Ogilvy Can Help
For brands considering applying for a customized domain, understanding the
communications implications, the potential effects on your brand, and the ways in which
a gTLD can grow your business will help you make a go/no-go decision. And Ogilvy is
here to be a partner to brands as they navigate this new domain frontier. We can lend the
insights that will allow brands to fully maximize their domain potential.

The Ogilvy gTLD Strategy
Ogilvy can leverage our broad range of expertise across various disciplines to deliver a
comprehensive strategy that encompasses client- and brand-specific recommendations on
how best to leverage the opportunities from the new gTLD offering. The gTLD strategy
document addresses three areas: opportunity analysis; gTLD naming architecture and
ecosystem; and brand impact evaluation.

Opportunity analysis
To determine whether a gTLD provides an opportunity for a brand, we will look at the
business opportunity within the context of the competitive and regulatory landscape. We
will also look at how any changes regarding gTLDs will help to further the established
business goals of the brand. A scan of the competitive set will create an understanding
of the landscape, which is important in determining whether an offensive or defensive
strategy is the best approach.

We will then focus on identifying a “white space” for the brand. The outcome of this
exercise will help determine whether a branded gTLD, a generic gTLD or both would be
the best way to move forward, and whether a community-based gTLD makes sense. By
understanding the opportunities presented by each path, the brand will be in a better
position to take advantage of their gTLD.

gTLD naming architecture and ecosystem
In order to ensure that the newly defined opportunity works with existing online properties
and communications, we will determine how gTLD naming can be used to support brand
messaging, content, current or future campaigns, and existing or potentially new online
properties.

Outlining the gTLD ecosystem will shed light on how customers will interact with the new
naming structure across online properties and how any new assets would work within the
brand’s overall online strategy.

13

Brand impact evaluation
Although initial costs to implement can be a barrier, we believe that a gTLD may very well
prove a worthy investment. To determine this, we will leverage a set of tools that assess the
potential impact of the domain on the brand.

Through this process, we will help brands gain insight into the exciting opportunities
that surround the launch of this new gTLD program and the ways in which they can
be leveraged. We are firm believers in the promise of innovation and are excited to help
brands embrace that promise through sound strategy.

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Appendix
What is ICANN?
The Internet Corporation for Assigned Names and Numbers is the not-for-profit public
corporation that manages the technical coordination of the Domain Name System (DNS)
to ensure that the internet operates as a stable, interoperable and global network.

What are domain names?
Because computers connected to the internet are recognized by their IP addresses
(similar to phone numbers), a system was needed to make it easier for people to connect
to those computers without the need to remember the IP number, which might look like
216.27.61.137. Thus, a system was set up that links easy-to-remember domain names, such as
www.google.com, to those IP numbers.

What are TLDs?
Top-Level Domains (TLDs) are the names at the top of the DNS naming hierarchy. They
appear in domain names as the string of letters following the last (right-most) “.”, such as
“net” in “www.example.net.”

What are the various types of TLDs?
Generic TLDs: Known as gTLDs, these domain names are three or more characters in
length. Some gTLDs have been created for a specific community, such as .edu (for the
education community), .org (for the nonprofit/association community) and .com (for the
private sector). Other gTLDs such as .info, .pro and .biz can be used by any person or
organization. A complete list of existing gTLDs is available at http://www.iana.org/gtld/
gtld.htm.

Country-code TLDs: Known as ccTLDs, these are the two-character codes established for
over 240 countries and territories (for example, .us, .au, .fr). Each country has the autonomy
to administer their ccTLD as they see fit. For example, in the United States, businesses,
consumers and the government can all buy .us domain names. In the country of Tuvalu,
their ccTLD, .tv, is sold mainly for commercial purposes and is not used to identify the
country’s domain names. A list of existing ccTLDs is available at http://www.iana.org/root-
whois/index.html.

How are TLDs managed and distributed?
The responsibility for operating each gTLD (including maintaining a registry of the
domain names within the gTLD) is delegated to a particular organization. These
organizations are referred to as “registry operators” or “sponsors.” For example, VeriSign
is the registry for the gTLD .com. DNS businesses such as register.com and godaddy.com
are registrar companies, which buy domain names from a registry like VeriSign and resell
them to consumers.

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Acknowledgments
Co-authors:
Daan van Rossum, Senior Digital Strategist, OgilvyOne Worldwide
Justin Engel, Digital Strategist, OgilvyOne Worldwide
Michael Galaburda, Assistant Account Executive, OgilvyOne Worldwide

Editor:
Sean MacDonald, Executive Director, Digital Strategy, OgilvyOne Worldwide

© OgilvyOne Worldwide, 2011. All rights reserved. Neither this publication nor any part of it may be
reproduced, stored in a retrieval system or transmitted in any form or by any means, whether electronic,
mechanical, photocopied, recorded or otherwise, without the prior permission of OgilvyOne Worldwide.

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