{"product_id":"domain-names-rewired-isbn-9781118312629","title":"Domain Names Rewired","description":"\u003cb\u003eAn essential guide to navigating the shifting Internet landscape\u003c\/b\u003e \u003cp\u003eThe Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape?\u003c\/p\u003e \u003cp\u003eIn an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in \u003ci\u003eDomain Names Rewired\u003c\/i\u003e. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures interviews with executives from the world's leading companies, including Procter \u0026amp; Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others\u003c\/li\u003e \u003cli\u003eLooks at relevant situations your corporation may deal with in creating new brands\u003c\/li\u003e \u003cli\u003eProvides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world\u003c\/li\u003e \u003cli\u003eOffers ideas to consider disruptive innovation in expanding .com into .anything\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in \u003ci\u003eDomain Names Rewired\u003c\/i\u003e.\u003c\/p\u003e  \u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xxxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter One The New Regime 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Overview of the Business Community Response to gTLDs 3\u003c\/p\u003e \u003cp\u003ePotential Benefits for an Organization Applying for gTLDs 6\u003c\/p\u003e \u003cp\u003ePotential Risk if Applying for gTLDs 13\u003c\/p\u003e \u003cp\u003eThe Business Model—How Can It Work? 15\u003c\/p\u003e \u003cp\u003eChapter One Highlights 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Two The Brand Bubble 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe .com Phenomenon 26\u003c\/p\u003e \u003cp\u003eProtecting Trademark Owners 31\u003c\/p\u003e \u003cp\u003eThere's No Need for It 34\u003c\/p\u003e \u003cp\u003eThe Cost Is Just Too High 38\u003c\/p\u003e \u003cp\u003eIt’s Not Fair to Small Businesses 40\u003c\/p\u003e \u003cp\u003eWhat's the Value of Your .com Now? 42\u003c\/p\u003e \u003cp\u003eIt's All About Execution 44\u003c\/p\u003e \u003cp\u003eChapter Two Highlights 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Three Building Your Brand and Social Media 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Emergence of Social Media and Online Communities 48\u003c\/p\u003e \u003cp\u003eExperience with Social Media Marketing 49\u003c\/p\u003e \u003cp\u003eWhat’s Next? 51\u003c\/p\u003e \u003cp\u003eIt Could Change Everything 54\u003c\/p\u003e \u003cp\u003eChapter Three Highlights 60\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Four Defending Your Brand 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe New Domain Name Landscape 65\u003c\/p\u003e \u003cp\u003eThe Slippery Slope 75\u003c\/p\u003e \u003cp\u003eCompetitive Analysis 75\u003c\/p\u003e \u003cp\u003eThe Best Defense Is a Good Offense 77\u003c\/p\u003e \u003cp\u003eChapter Four Highlights 84\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Five Behind the Scenes 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Internet Search Engines Work 88\u003c\/p\u003e \u003cp\u003eWeb Crawling 88\u003c\/p\u003e \u003cp\u003eMeta Tags 91\u003c\/p\u003e \u003cp\u003eBuilding the Index 91\u003c\/p\u003e \u003cp\u003eThe Next Generation of Search 92\u003c\/p\u003e \u003cp\u003eChapter Five Highlights 97\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Six Forecasting the Future 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA History Lesson 100\u003c\/p\u003e \u003cp\u003eInteractive Initiatives and their Outcomes 107\u003c\/p\u003e \u003cp\u003eOverstock.com—o.co Rebranding 108\u003c\/p\u003e \u003cp\u003eFacebook Connect 109\u003c\/p\u003e \u003cp\u003eChapter Six Highlights 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter Seven Rewiring the Internet 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Few Final Conclusions 115\u003c\/p\u003e \u003cp\u003eBegin with the End in Mind 123\u003c\/p\u003e \u003cp\u003eA Few Key Predictions 128\u003c\/p\u003e \u003cp\u003eChapter Seven Highlights and Concluding Trends 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A The History and Changing Landscape of the Top-Level Domain 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommitted Companies 135\u003c\/p\u003e \u003cp\u003eOther Major Companies 136\u003c\/p\u003e \u003cp\u003eLearning from gTLD History 190\u003c\/p\u003e \u003cp\u003eWhat Happened with .tv? 190\u003c\/p\u003e \u003cp\u003eThe Future of .tv 194\u003c\/p\u003e \u003cp\u003eWhat's Different Now? 194\u003c\/p\u003e \u003cp\u003eWhat Will Happen Next? 195\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix B Our Thought Leaders 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJosh Bourne 197\u003cbr\u003e Managing Partner, FairWinds Partners 197\u003c\/p\u003e \u003cp\u003eSarah B. Deutsch 198\u003cbr\u003e Vice President and Associate General Counsel, Verizon Communication 198\u003c\/p\u003e \u003cp\u003eClaudio Di Gangi 199\u003cbr\u003e Manager, External Relations, Internet and the Judiciary, International Trademark Association 199\u003c\/p\u003e \u003cp\u003eCynthia L. Gibson 199\u003cbr\u003e Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199\u003c\/p\u003e \u003cp\u003eJ. Scott Evans 200\u003cbr\u003e Senior Legal Director, Head of Global Brand, Domains \u0026amp; Copyright, Yahoo! 200\u003c\/p\u003e \u003cp\u003eNancy H. Lutz 201\u003cbr\u003e Partner, Kelley Drye \u0026amp; Warren, LLP 201\u003c\/p\u003e \u003cp\u003eSteven W. Miller 201\u003cbr\u003e Vice President and General Counsel, Intellectual Property, Procter \u0026amp; Gamble 201\u003c\/p\u003e \u003cp\u003eJeffrey J. Neuman 202\u003cbr\u003e Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202\u003c\/p\u003e \u003cp\u003eRussell Pangborn 203\u003cbr\u003e Associate General Counsel for Trademarks, Microsoft Corporation 203\u003c\/p\u003e \u003cp\u003eKrista Papac 204\u003cbr\u003e Chief Strategy Officer, ARI Registry Services 204\u003c\/p\u003e \u003cp\u003eKatherine A. Ruwe 205\u003cbr\u003e Senior Counsel, Global Litigation and Dispute Resolution, Procter \u0026amp; Gamble 205\u003c\/p\u003e \u003cp\u003eAdam Scoville 206\u003cbr\u003e Trademark and Brand Protection Counsel, RE\/MAX, LLC 206\u003c\/p\u003e \u003cp\u003eEllen Shankman 206\u003cbr\u003e Principal, Ellen B. Shankman and Associates 206\u003c\/p\u003e \u003cp\u003eYasmin R. Tavakoli 207\u003cbr\u003e Associate, Kelley Drye \u0026amp; Warren, LLP 207\u003c\/p\u003e \u003cp\u003eFabricio Vayra 208\u003cbr\u003e Trademark Attorney, Time Warner Inc. 208\u003c\/p\u003e \u003cp\u003eNick Wood 208\u003cbr\u003e Managing Director, Com Laude 208\u003c\/p\u003e \u003cp\u003eWorks Cited 209\u003c\/p\u003e \u003cp\u003eAbout the Authors 217\u003c\/p\u003e \u003cp\u003eIndex 219\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eJENNIFER C. WOLFE\u003c\/b\u003e is the founder and CEO of Wolfe Domain, a global gTLD strategy advisory firm and co-managing partner of Wolfe-SBMC, a prominent woman-owned intellectual property law firm with offices in Cincinnati, New York City, and Spokane, Washington. She is a successful entrepreneur and was elected as the first female president of the Greater Cincinnati Venture Capital Association. She has helped found technology start-ups and serves on the boards of emerging growth companies. Clients served include: Microsoft, Nestle, Procter \u0026amp; Gamble, Duke Energy, FirstGroup America, and many emerging technology companies. She is a certified Six Sigma Black Belt in process improvement, nationally accredited in public relations, and has been a regular contributor to national legal and technology publications. She was recently appointed to serve on the Generic Names Supporting Organization Council of ICANN.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eANNE H. CHASSER\u003c\/b\u003e was named one of the 50 most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the U.S. Patent \u0026amp; Trademark Office and president of the International Trademark Association. She has achieved top-level executive experience in both government and higher education administration as Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University. She has been trained in negotiation at Harvard and is widely recognized as a visionary thought leader in IP. She was recently inducted into the College Licensing Hall of Fame and is a member of the Trademark Public Advisory Committee for the U.S. Patent \u0026amp; Trademark Office. She also serves as an advisor to Wolfe Domain. \u003c\/p\u003e\u003cp\u003eThis is the authors??? second book. Their first book, Brand Rewired, was highly recognized as a forward-thinking innovative approach to brand development and protection by spanning silos within organizations. \u003c\/p\u003e\u003cp\u003eVisit \u003cb\u003ewww.domainnamesrewired.com\u003c\/b\u003e    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDOMAIN NAMES REWIRED\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eStrategies for Brand Protection in the Next Generation of the Internet \u003c\/p\u003e\u003cp\u003eThe Internet Corporation for Assigned Names and Numbers (ICANN) is moving full throttle to create the next generation of the Internet. What will change in how people use the Internet? How will businesses make money from it? How much will it cost companies to protect their brand when the Internet infinitely grows in size? Get the answers to these and more questions in Domain Names Rewired. \u003c\/p\u003e\u003cp\u003eIn an economic time where global brand protection is more important than ever, renowned IP strategists Jennifer Wolfe and Anne Chasser equip you with the tools to protect your new and existing brands in our globally changing Internet landscape. \u003c\/p\u003e\u003cp\u003eFeaturing enlightening interviews with high-level executives from the world's leading companies; technical specialists; leaders from ICANN and other independent organizations involved in branding and intellectual property; SEO specialists; and leaders from advertising and branding agencies, Domain Names Rewired answers pressing questions, including: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eWhere can you be a market leader in an important new top-level domain?\u003c\/li\u003e \u003cli\u003eHow does your current Internet strategy work in the new landscape?\u003c\/li\u003e \u003cli\u003eCan your dot com strategy just evolve or do you need to reinvent it?\u003c\/li\u003e \u003cli\u003eWhere will your consumers go if you don't adapt?\u003c\/li\u003e \u003cli\u003eWhat are your weaknesses and how do you overcome them?\u003c\/li\u003e \u003cli\u003eWill you need resources that you currently don't have?\u003c\/li\u003e \u003cli\u003eCan you cut costs somewhere to cover new costs for your changing Internet strategy?\u003c\/li\u003e \u003cli\u003eIf you had endless financial resources—what would you do?\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989081899237,"sku":"NP9781118312629","price":64.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118312629.jpg?v=1761782720","url":"https:\/\/k12savings.com\/products\/domain-names-rewired-isbn-9781118312629","provider":"K12savings","version":"1.0","type":"link"}