Domain Names Rewired 1st Edition

by Jennifer C. Wolfe (Author)

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ISBN-13: 978-1118312629

ISBN-10: 9781118312629

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An essential guide to navigating the shifting Internet landscape

The 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?

In 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 Domain Names Rewired. 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.

Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others
Looks at relevant situations your corporation may deal with in creating new brands
Provides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world
Offers ideas to consider disruptive innovation in expanding .com into .anything

The 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 Domain Names Rewired.

From the Inside Flap

DOMAIN NAMES REWIRED

Strategies for Brand Protection in the Next Generation of the Internet

The 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.

In 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.

Featuring 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:

Where can you be a market leader in an important new top-level domain?
How does your current Internet strategy work in the new landscape?
Can your dot com strategy just evolve or do you need to reinvent it?
Where will your consumers go if you don't adapt?
What are your weaknesses and how do you overcome them?
Will you need resources that you currently don't have?
Can you cut costs somewhere to cover new costs for your changing Internet strategy?
If you had endless financial resources—what would you do?

From the Back Cover

DOMAIN NAMES REWIRED

Strategies for Brand Protection in the Next Generation of the Internet

Where can you be a market leader in an important new top-level domain?
How does your current Internet strategy work in the new landscape?
Can your dot com strategy just evolve or do you need to reinvent it?
Where will your consumers go if you don't adapt?
What are your weaknesses and how do you overcome them?
Will you need resources that you currently don't have?
Can you cut costs somewhere to cover new costs for your changing Internet strategy?
If you had endless financial resources—what would you do?

About the Author

JENNIFER C. WOLFE 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 & 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.

ANNE H. CHASSER 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 & 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 & Trademark Office. She also serves as an advisor to Wolfe Domain.

This 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.

Visit www.domainnamesrewired.com

ASIN ‏ : ‎ 1118312627
Publisher ‏ : ‎ Wiley; 1st edition (October 19, 2012)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 9781118312629
ISBN-13 ‏ : ‎ 978-1118312629
Item Weight ‏ : ‎ 1.03 pounds
Dimensions ‏ : ‎ 6 x 0.81 x 9 inches

Customer Reviews:
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Jennifer C. Wolfe
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Jen Wolfe is an independent boardroom advisor to publicly traded companies, private companies and family owned enterprises. As a corporate director, author, and thought leader, she helps boards maximize effectiveness in understanding future trends, disruptive forces and more effective meeting structure.
Disruption in the Boardroom is Jen’s fifth book. Her prior works, Brand Rewired, Domain Names Rewired, Digital in the Boardroom and Blockchain in the Boardroom have been endorsed by senior executives from Microsoft, Procter & Gamble, Richemont, Warner Brothers, GE, the Motion Picture Association of America, Uber, and others.
Ms. Wolfe served as the managing partner of an intellectual property law firm she founded at the age of twenty eight in 2000, which ranked in the top 75 patent law firms in the U.S. by 2015. The firm represented clients such as Microsoft, Adobe, Kroger, Procter & Gamble, Kraft Foods, Scripps Networks Interactive, Duke Energy, and other Fortune 500 companies, as well emerging growth companies in the technology, media, entertainment, retail, and consumer products industries.
In 2012, Jen founded a digital agency to help c-suite executive prepare for coming digital and disruptive trends.
Jen holds a Juris Doctor and a Master’s Degree in Organizational Behavior from the University of Cincinnati and has completed post graduate programs at Stanford Director’s College and Harvard Practicing Law Institute. She has served as an investor board member in technology start-ups, as a board director of emerging growth privately held companies and numerous non-profits, winning awards for her fundraising efforts. She has the distinction of serving as a faculty member and Board Leadership Fellow for the National Association of Corporate Directors.
Subscribe to Jen's Blog: Future Trends in the Boardroom at www.jenwolfe.digital/connect
For more information about Jen, check out these web sites: www.jenwolfe.com and www.vimeo.com/jenwolfe
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Jennifer C. Wolfe
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Herb Hunter

Good introduction; watch for upcoming videos.

Reviewed in the United States on February 10, 2015

Verified Purchase

Almost two years old now, but a good primer that will make you think about the validity of new gTLDs coming available. Not sure I buy the part about their ability to enhance search engine optimization though. Search algorithms at Google, Youtube and elsewhere keep changing so as to not favor those using easy tricks like manipulating domain names to improve their search results. Other than that, the book will make you think about some very realistic outcomes for the gTLD space. Like it or not, here they come.

The author also has a Youtube channel where she will soon have videos featuring comedians doing skits explaining new gTLD domains. Should be fun.

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Jothan E. Frakes

Reviewed in the United States on December 2, 2013

Verified Purchase

Digital Branding and Domain Names are a fairly complicated matter, and a company that has some elegance and savvy within their online strategy for their brand tend to be those that thrive. Domain Names Rewired is a very worthwhile, "real-deal" book that can propel a company's online strategy for their brand.

As a domain name industry professional for going on 20 years, I strongly encourage reading this book to folks just joining the industry. I really recommend this for anyone managing domain names for their company, and I also suggest this should be on the desks and trained towards for new hires at hosting companies, registries, and registrars.

Jennifer Wolfe 'gets it' about the strategy pivots and planning that branding professionals should be tracking. New Top Level Domains and Internet policies are some significant shifts in the status quo for digital / Internet branding. Her legal background and experience in branding provide a very balanced, grounded approach and insight for domain name strategy.

The book is written for people of any aptitude to be able to quickly latch on to the important concepts on some fairly complicated technologies, and the diagrams and bullet points really help to advance the reader along at a quick pace.

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G. Husak

A Great Rundown of gTLDS

Reviewed in the United States on October 17, 2013

I really enjoyed this book. I've been trying to learn more about gTLDs and there is very little accessible information out there. This book is the first thing that answered "why change the system?" It's an accessible book with lots of ideas about what businesses can do with a .businessname site.

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Chantal Lebrument

Peu d'informations pertinentes

Reviewed in France on February 10, 2013

Verified Purchase

On cherche les conseils et l'avis des auteurs et on ne trouve que des commentaires, peu d'intérêt d'autant que la liste des extensions en fin de livre plus les mini biographies des juristes du cabinet prennent au total la moitié du livre.

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Domain Names Rewired 1st Edition