Posts by Staff Writer.
Understanding, rationalizing and optimizing your domain name portfolio will help you to meet current challenges, and those that lie ahead. Working in partnership with our clients, Brandsight has compiled the following strategic considerations to mitigate risk and leave your brands poised to thrive during and after these uncertain times. Should I consider defensive registrations to protect my brand? You should consider registering “at risk” domains associated with your organization’s response to COVID-19 and your flagship brand(s).Read full post
Having worked with domain management professionals since 2002, there has always been the question of where domain management sits within an organisation. Domains, often seen as a cost center and an administrative challenge, have struggled to find a welcoming home. Traditionally, there has been a three-way split in terms of who is responsible for managing domain name portfolios: Legal, IT or Marketing. This has mostly been driven by how a company views its portfolio - an extension of trademarks, technical functionality or branding.Read full post