Having popular brands use .brand domain names for business and marketing is something that is going to help drive awareness of the new gTLD program. I think consumer confusion about new gTLD domain extensions is one of the biggest issues that needs to be overcome. When a brand uses a .brand extension, it needs to be clear that they are promoting a domain name and not using it as a gag (ala the fictitious Booking.Yeah tagline from Booking.com).
Read MoreAll in all, I think this is good advice for companies looking to use a .brand domain name or a new gTLD domain name in general. It would also be wise for their marketing and advertising agencies to consider these suggestions as well or potentially risk the trouble that Overstock faced when it attempted its O.CO rebranding a few years ago...
