Don’t Gamble Away Your Brand Name: Buy Domain Names and Hold ‘Em

How valuable is your brand name?

You may think you’re not a gambling person, but if you don’t own all your brand’s top level domain names, you’re sitting at the table, and throwing away all your aces. You could take a bit of advice from The Gambler

If you’re gonna play the game, boy
You gotta learn to play it right

Value can be fixed based on transactions, visits to your website and sales history. But a brand has value which extends beyond mere monetary transactions.

When you purchase your domain name for your brand, did you purchase every variable for it? If you only purchased one variant of it, you may be “out of aces” and leaving your business vulnerable to brand exploitation. As an example, no one would be better one than Ted Cruz*.

Don’t let your brand name be hijacked

Ted Cruz announced that he is running for President as a Republican candidate. His conservative stance upsets many on the left and in the middle. Opponents of his candidacy took advantage of available domain names related to the candidate’s brand/name. And It didn’t take them long to get busy with mischief. Because the Cruz campaign didn’t purchase these domains, there is now a bit of PR kerfuffle for the team to pay attention to when they probably would rather be working on other aspects of their candidate’s campaign.

The mischief makers redirected the domains they purchased (which should have been purchased by Cruz and his campaign long ago) to websites which are antithetical to Cruz’s platform and stated views.

  • is redirected to
  • has a message in support of President Obama
  • is redirected to

Anyone can purchase a domain name.

Back in the height of the housing bubble in 2006, homeowners who were disgusted with their homes constructed by a major national volume homebuilder, purchased a domain that was negative towards that homebuilder. They posted a website at that domain declaring for all the world how much they hated their homes and the builder. Even today,

  • is still proclaiming for all to see how much these homeowners hate the builder.
  • obviously states certain owner’s dissatisfaction.

Go beyond .com

When you purchase your brand’s domain name, purchase all available variants of it that you can afford. Include .com, .net, .org, .biz, .us and more. While you may never use these domain names to refer to a website, you don’t want to leave yourself vulnerable to pranksters or even competitors who decide to hijack your good brand and use it for their benefit.

As Kenny Rogers sang, “You gotta know when to hold ‘em.”

*We are not stating any partisanship nor support for any candidate by authoring this post. We are merely using this situation as a teachable moment for all business owners.

Superbowl ads to no longer make a spectacle of the brand


When sex doesn’t sell

According to an AP news article by Mae Anderson, this year’s Superbowl ads will focus on the brand and will be more mature. She notes that brands like GoDaddy and Axe who have typically promoted their images with risqué scenarios and tawdry images will clean up their acts.

Thank goodness. After last year I was left with the determination that national brands spending millions of dollars on :30 of air time had totally forgotten the reason they purchase ads. Shock doesn’t sell. It only stops traffic.

Features, benefits, value anchor a brand

Your ad, whether in your local newspaper, direct mail, or digital format, must always focus on the time proven essentials: features, benefits and value to the customer.

Your marketing messages must reinforce your brand promise and help future or current customers comprehend the value of choosing your products.

Overselling the sizzle

Elmer Wheeler said, “Sell the sizzle, not the steak,” and while I agree that using memorable touchpoints of the brand helps consumers comprehend and recall your brand, if you oversell sizzle and it is not a core component of your brand, you have failed.

GoDaddy has famously used bombshell ads to help you remember the company name, but not a single ad they have ever run helps my remember their reason for being: domain name registration.

Flash does not build trust

Your ads should, like your content, help your brand build trust with your audience. Flashy ads do get attention, but do they reinforce the enduring quality of your products or services? I would answer, “No.”

Thank goodness this year we will see more ads such as the one from Budweiser which will focus on friendships and relationships. Budweiser has always focused on essential qualities to anchor their brews into American consumers’ minds.

Though Bud has also used their share of sophomoric humor (remember Whassss up?) to appeal to young men, a subsection of the market. On the whole Budweiser has more often focused on the building of relationships and their brew’s place as a product that fits into the life of their consumers.

Yes, sex sells, but will your customers trust or remember you in the morning if that is your primary tactic? I think not.