Jonathan Boswell of Leasethis.com shares his unique perspective on how companies and advertisers should view the true value of domain names on Marketing Martini, posted November 13th.
There’s been a fundamental misunderstanding in advertising in the corporate world, in that they don’t want to touch generics. They’re not interested in them. What they fail to realize is that a lot of consumers interface with generics. If I’m looking for a copy machine, I want to see what’s out there. I want to see what’s on the Internet. I’m typing in “copy machine” because I may not know specific brands. Sahar Sahid of the Conceptualist.com touched on this subject before as well here.
On the other hand, take B&N for example, they own Books.com. Bank of America owns Loans.com, and Roche Laboratories owns Weightloss.com. Maybe, just maybe, the future of branding is in controlling both generic terms and specific brands? Food for thought.
Listen to the rest of the interview by clicking here.
Source: The Conceptualist Post reprinted with Permission on DomainNews.com – December 4th, 2007
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