Archives for posts with tag: ICANN

.CLUB CEO talks about the Launch.



As the timeframe for the launch of new gTLD’s draws closer it is great to see more mainstream publications covering the domain namespace.  After all, those of us in the industry exist within a bit of a fishbowl, yet for the new gTLD’s to truly be successful mainstream business and consumer awareness is most important.  According to The New Yorker,

Suddenly reorganizing the way we navigate the web with new strings like .guru, .club, or .google might seem frivolous or strange, but entities like ICANN and its stakeholders insist that they will make the Web more intuitive and user-friendly…

We of course agree about the opportunity to improve the web with more relevant names, and we are pleased to see .CLUB mentioned as an example.  Verticalized generic TLD’s like .CLUB can give companies and individuals that missed the boat on getting the right .com a second chance and the opportunity get a name that can actually offer more meaning (and thus potential marketing value) than a plain old .com or .biz.   Names like and immediately tell you that the web site reflects people coming together around shared interests and passions.  

You can read the full article at The New Yorker.

icann new top level domains tld gtld sign1

If you are visiting this blog you are probably well aware that there is an invasion coming our way.  It is not the British, nor is it the Italians (as the clever FIAT commercial below would have you believe).  No, if Paul Revere were here, and if he was paying attention to the Internet, he’d be riding through the streets of your town declaring “the TLD‘s are coming, the TLD’s are coming!

The Name’s The Thing

It is true that we are about to be invaded by hundreds of new Top Level Domain extensions.  Some are obvious choices such as .web, .app and .shop, and some are a bit more obscure like .WTF or .Ninja.  While some companies have gone after dozens if not hundreds of new names (read Donuts, Google, Amazon, TLDH, Unregistry, etc.), we have been singularly focused on one word: CLUB.

Why .CLUB?

There are millions of clubs reasons we are excited to be the registry for .CLUB.  Not only is “CLUB” a global word, with the same spelling and meaning all over the world, but “CLUB” adds meaning and marketing value to any word that precedes it. might be a place to buy books (in fact, it redirects to immediately resonates as a category killer for people who are passionate about books. As an example of how pervasive the word “club” is, take another look at the FIAT commercial below.  In a quick scene, once it is known the “Italians” are coming, they switch a sign from “Pub” to “Club.”  “Pub” was boring.  “Club” made it fresh and exciting, and added meaning. The sexy and stylish Italians would be excited to be part of a club.  We are too.

Jeff Sass is .CLUB’s Chief Marketing Officer.  You can follow him on Twitter at @sass