In its pure form, I agree, Doc. After all, the purpose of a domain is to reflect the offerings/brand of the product/service/info provider. And, there's a fair argument for saying that extensions that reflect exactly what the provider is all about is only beneficial.
I can only imagine that a major product offering like
.coke could greatly benefit.
I am only using
.coke as an example.
First, every living soul can rest assured that no domainer would ever be allowed to reg anything at all using .coke.
There is no doubt in my mind that this would become so closely and tightly held and controlled by Coca-Cola.
We all know that Coke would never permit sex . coke or xxx . coke.
They will do nothing to risk or tarnish their image.
Most of all, this is the magic of branding.
I have no doubt that everyone in short time would be using diet .coke, new .coke, classic .coke, superbowl .coke.
They are so internationally known and branded that they are indeed a brand to themselves.
Having such an extension would enable them to market current and future offerings in a unique and memorable manner.
Countless studies in marketing and branding have shown that the number of times a brand is mentioned helps etch the brand into the consciousness.
This has the added advantage of ending a conversation, commercial, or video spot with the last word being your brand coke.
See us at cherry dot coke.
BAM!
That is how powerful a tool new TLD's could be.
The impact could be tremendous.
Confusing?
Perhaps. Perhaps not.
What I mean is we are used to doing things a certain way at this very moment.
That is typically why I see so much resistance to any and all tld's outside of .com.
The web does not have to come in just one flavor.
And it doesn't.
And there is certainly no rules that can not be changed or modified to accomodate the web's growth.
And demands!
Again, the consumer wins.
Business and commerce does not tell the consumer what to use.
The consumer dictates to business what does and does not work and what they like and do not like.
So if coke finds it to their advantage to have their own TLD, then more power to them.
Seriously and literally speaking - more
power to them.
This will give the the power and flexibility of branding their product and namesake.
We could be looking at a new era of the coke wars and beer wars all played out on the virtual world and reality.
And I can not but help think it will not only be good for commerce and the internet but will be down right fun to watch it.