CADNA has asked ICANN to give more consideration to brand owners and announce a second application period for new gTLD applications as they consider brand owners to have their backs against the wall.
“One of the biggest responses we have heard from brands is that they feel as if their backs are up against a wall,” explained CADNA President Josh Bourne. “The fact that ICANN has only offered one opportunity to apply for new gTLDs has created a sense of chaos among brands, who feel as though ICANN is forcing them into making a ”now or never” decision that could impact both them and their consumers. Knowing that they will have the opportunity to apply again after having the chance to see if new gTLDs become valuable will go a long way toward relieving that anxiety.”
CADNA has been very critical of the new gTLD process, but unlike the advertising and marketing associations that have belatedly banded together to form the Coalition for Responsible Internet Domain Oversight (CRIDO), they at least accept new gTLDs are coming, but want to strengthen protections for brand owners.
CADNA says that “while it does not oppose fostering innovation and improving competition on the internet via an expanded domain name space, CADNA recognises that one of the major sources of dissatisfaction and apprehension among brand owners is the fact that they feel that, in a sense, they are being held hostage.”
With this acceptance of the inevitability of new gTLDs, CADNA”s sister organisation FairWinds Partners have formed a consultancy to advise brand owners on the opportunities and challenges they present.
FairWinds will be offering advice for brands on every aspect of the new gTLD programme beyond just the complex process of applying for and managing a new gTLD. Their philosophy is that a comprehensive consultative process, paired with the creation of key deliverables, will give brand owners the greatest chance of extracting value from new domains.