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Embrace the Extension in Branding

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Every day, it seems like more and more startups and companies launch on, or move to, .com alternative domain name extensions. Some do this out of necessity because the matching .com is unavailable or too expensive, and others do it for branding or other marketing purposes. In my opinion, if a company uses an alternative extension such as a new gTLD or ccTLD, they need to embrace the extension in their branding.

Why Fluz Chose Fluz.app

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Google is the company that operates the .App domain name extension. On the Google Developers Twitter account earlier this week, the company posted a link to a YouTube video where the founder of a startup called Fluz discussed why he chose the Fluz.app domain name for his business.

In the video, the founder mentioned two options that were initially considered: Fluz.com and FluzFluz.com. Fluz.com is listed for lease via Venture.com. FluzFluz.com was registered by the Fluz startup, and it forwards to the company’s Fluz.app website.

The video seems at least partially like an infomercial for .App domain names, but assuming the founder is genuinely sharing his rationale for why he chose .App, I think it’s worth a watch:

Supply Changes URL from GetSupply.com to Supply.CO

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There’s a pretty active thread on Twitter discussing the domain name rebranding of a company called Supply. The company had been using the GetSupply.com domain name for its business, but it just announced it changed its url to Supply.CO. The founder of the company indicated this was a difficult decision to make that took nearly two years:

Nominees for 2020 Lonnie Borck Memorial Award

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The Internet Commerce Association (ICA) released the names of the nominees for the 2020 Lonnie Borck Memorial Award. The award, which is named in memory of Lonnie Borck, will honor someone “whose contributions have fostered a sense of community within the domain name industry.” There were nine people from within the domain investor community who were nominated for the Award. Listed below are the nominees along with the reason for the nomination, as shared by the person who made the nomination.

2020 Lonnie Borck Memorial Award Nominees:

.US Town Hall Hosted by Neustar

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Neustar, the company that operates the .US domain name extension, will be hosting a .US Stakeholder Town Hall webcast meeting on October 24, 2019. The primary topic of the Town Hall webcast is for the .US management team to discuss its recent developments to promote the use of .US domain names. .US registrants will also have the opportunity to ask questions and share their own thoughts about the current state of .US domain names:

UDRP Filed Against Naturals.com

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Naturals.com is now the subject of a UDRP proceeding at the World Intellectual Property Organization (WIPO). The UDRP is WIPO Case D2019-2508. It looks like the UDRP was filed within the last few days.

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