Some considerations for second-round ‘.brand’ applicants to ponder

A couple of weeks ago we reported on the official launch of the ‘.cancerresearch’ TLD, with Tony Kirsch, head of global consulting at ARI Registry Services, expressing a belief that the TLD can help other applicants by providing a real-world example of how a new gTLD can be used. With this in mind, we reached out to Kirsch to gain some additional insight into the development of this particular space, the lessons that brand owners can take from it and – crucially - what brands eyeing a second-round ‘.brand’ application should be thinking about.

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