A checklist of key points for marketers launching digital brands

Digital Insight Report - September 2001

Your domain name is a brand. Choose a name without a strategy behind it and you could be creating a massive new promotional cost for yourself or expose your firm to the risks of brand hi-jacking. By thinking about domain names as part of wider brand strategy, companies can save themselves millions. Rather than creating web addresses that are easy to remember, the dotcom industry is littered with the legacy of thousands of URLs consumers instantly forget. Selecting domain names demands senior stakeholder engagement and in this Digital Insight Report we offer some guidelines on best practice in website domain name strategy.

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