December 3, 2007
Generic Domain Names Can Be Good for Your Brand
Of course, your brand name is important, but you don't just want to own the MyBrandName.com (and .biz, and .net, and .whatever) -- you want to own the words associated with your brand. Those, according to Boswell, are your real "domain assets," especially when dealing with prospective customers who don't know the leading brands in your industry by name:
There's been a fundamental misunderstanding in advertising in the corporate world, in that they don't want to touch generics. They're not interested in them. What they fail to realize is that a lot of consumers interface with generics. If I'm looking for a copy machine, I want to see what's out there. I want to see what's on the Internet. I'm typing in "copy machine" because I may not know specific brands.
What you want to do for maximum exposure of your brand is to follow the example of Barnes & Noble as mentioned in our post on Findability vs. Brand Dilution: buy the generic domain name and redirect it to your branded website. You get to the same page whether you type "books.com," "bn.com," or "barnesandnoble.com." That way people begin to associate your brand name with the generic term for your products or services.
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