Issue 12: Core Strength - Why Domain Names are the Center of Your Web Strategy



In this issue: Domains are at the core of your digital brand.

But as the digital economy develops and corporate portfolios grow more bloated, it becomes harder to register, protect and maintain the right domains. Online access is practically universal in developed countries and rising fast elsewhere. As well as creating bigger markets, this also creates new threats.

At the same time, the arrival of New gTLDs like .guru, .photography or .london presents a bewildering array of new options for brands. For many larger organizations, domain management can easily get out of control without a central overview.

How could you manage domains more effectively?

In Issue 12 of The Brand Bulletin, we look at strategies for strengthening the core of your digital brand from the perspective of the three departments that have most to do with it: marketing, IT and legal.

  • Legal: How to integrate domains into IP strategy, spot infringements and assess risks.
  • Marketing: How domains fit into the digital marketing mix, how to run digital brand audits, and how best to protect domains.
  • IT: Best practices for domain security, audits, and optimization

Contact a DBS specialist for more information or fill out the form to the right.

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