At the turn of the last century print was the only medium available to share public information. By 1900 'all the news that's fit to print' had become the mission line of the New York Times. Without this slogan 'New York Times' could have branded a tourist guidebook, a watch shop or a railway timetable.
As technology advanced, radio, and later, television, reinforced sight with sound. 'Be happy-go-lucky' was sung and "Call for Philip Morris" chanted to market cigarettes. Taglines abounded, 'Promise her anything but give her Arpege', 'Duz does everything' and 'which twin has the Toni?' marked the advent of modern advertising and 'Madison Avenue' became synonymous with a burgeoning industry.
Toward the end of the century, as worldwide communications exploded on the Internet, the greatest information resource in history became the ‘dot-com' revolution. Brands vied for these memorable web addresses to host their web pages. Over a single generation desktop computers have led to laptops, tablets and hand-held mobile devices. Social media has flourished. Blogs invite online sharing. Websites have grown exponentially in number and continue to command ever larger audiences.
To tell their stories, many brands have grown too big for a single web address. Many now demand, at a very minimum, both a primary and secondary address. RaymondJames.com added a LifeWellPlanned.com, Dell.com introduced CloudComputing.com, and Nike long ago launched JustDoIt.com to promote recall and perfect brand understanding.
Today, text messages, Tweets and videos deliver brands’ promises millions of times every hour. Ranging from .academy to .xyz, hundreds of non-traditional extensions are competing to register new web addresses. Yet, combined, all new top level domains host less than 7% of all registered dot-com web addresses.
Just as trusted curation underlies successful internet marketing, dot-com remains unrivaled as an unambiguous - and universal - web address. Online advertising may soon overtake television, radio, print and outdoor media. Only recall can cross every channel. Exclusively dot-com, Brand Bracketing with curated Missionlines will enable dot-com addresses to support nontraditional domain names. For example a CollectDiamonds.com website and a Collect.Diamonds social media page.
Could any brand bracketing be clearer than: