Dot Stories is a dot brand activation platform. We support brands with thorough scientific analysis of the present activity, together with support in the elaboration of the strategy and a cloud based system to manage, publish, and measure Top Level Domains.
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Our latest research shows that dot brand domains continue their qualitative and quantitative growth. We carried out a complete cycle of analysis in April 2017, and found that brands had registered 6,505 domains in their Top Level Domains, which represents a progression of 3% compared to February 2017. 761 actual websites are published on these domains, which represents an increase of 6% form February 2017. more
There are now well over 100 brands actively using their new dot brand domains to promote their goods and services. The latest release of the Dot Brand Observatory, which is now a complimentary resource, produced by dotStories in collaboration with Verisign and Valideus paints a picture of a vibrant market that is developing significantly. more
The dot brand observatory is a research program on brands who registered their name at the top level of the internet domain name system -- the DNS. The research looks at the registration of second level domain names by brands, but also the use of these domain names to provide services and experience to customers. This research is carried out every other month, and we illustrate hereafter a certain number of highlights of our December analysis. more
Brands are an asset and have a value for organizations, as they generate revenue: Customers are happy to pay a premium for a brand they love. They will show a preference and be loyal to a brand they trust. There are various ways to estimate the value of a brand. An excellent point of reference is Interbrand, which for many years has followed the top 100 brands and publishes their value based on a combination of three factors. more
A certain number of brands are using a dot brand domain as their main actual website. The following analysis looks at how dot brands are used in brand communication. Are brands communicating about their domain names, or are domain names supporting brand communication? Dot brand corresponds to the ability, for a certain number of pioneering brands, to use their brand name at the top level of the naming system for their own purpose, in parallel to a dot com or a country code. more
According to a recent study carried out by Custora in the USA, search engines -- paid and organic -- represent close to 50% of e-commerce orders, compared to 20% for direct entry. A dot brand domain has the potential to boost direct entry, as it can be more memorable than traditional domains. Can dot brand domains also be part of a consistent search engine strategy? more
In early 2012, in order to promote Choice, Competition and Innovation, ICANN opened its doors to allow organizations to apply for new Top Level Domains. In spite of a complex and costly application process, ICANN received a very large number of applications: In total, 1,930 applications were received, of which 675 were brands applying for a closed new gTLD, a dot brand. more
There are lots of emotions and hypothesis around the new gTLD programme. Is it a success, is it a failure? Is it coming too late, in a world ruled by search and apps? We try to measure that success through traditional metrics, such as number of registrations, parking ratios etc. -- for applicants, the success is quite often the revenue and profit generated. When it comes to dot brands, we have lots of anecdotes about launches, but is that representative of the activity? Metrics of success will depend on the brand strategy and the way the dot brand helps the business reach their objectives. Keeping an empty registry may be a success if your strategy is purely defensive! more
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