TAS Rights Management went pretty big in relation to domain name registrations to help promote and protect the newly announced “Reputation” album (and likely world tour) by Taylor Swift.
On the day of the announcement, TAS registered at least 94 domain names as I mentioned yesterday. Those 94 were just a start, as the company registered another 96 domains the following day! 8/26/2017 Update: I discovered another 97 domains, all being .co domains that were late to report and I have added them to the list below. Here are the other 96 domains and other 97 domains discovered:
So, at least
190 287 domain names total were registered in relation to Reputation, yet some common nature domains were missed and spoof type sites were created on the domain ReputationWorldTour.com for an example. This just creates legal hassles and headaches that could have been easily avoided.
Prior to these new 190 domains, TAS owned a total of 115 domain names. So an increase of 165% total ownership of domains.
Let’s say MarkMonitor charges customers $15 per domain name registration, that’s $2,850 spent in the two days on the new domain registrations and will cost about the same annually to renew them.
I think it’s important for brands to protect and register domains related but be specific around a couple terms and cover those. The hard part is picking what terms are the “most important” but that should be pretty easy! Just go with “what makes sense” and seems natural. Going wide and registering 190 is not the best choice IMO! No matter what, people will “go around” and make up what they want or what they feel is “natural/make sense”. Aka ReputationWorldTour.com.
As a company, don’t register domain names that relate TO “Reputation World Tour” and not register or buy that specific .com domain name. Since so many domains were registered at one time, they registered ReputationWorldTour.net and forgot to add the .com to the list. So it was likely just a clerical error of sorts.
Is it required to register other TLD’s than .com? .net, .org, info, .biz, .us, .co .whatever as there are literally HUNDREDS. Main brand, I’d protect and acquire / register “the main 3” .com .net .org. .co is a good cover due to typo via web traffic and email, so I’d do that on the main brand name. Doing registrations of RepTheWorldTourTix.net are simply a waste of time and money IMO. TheReputation-TS.net, a total waste!
Reputation.com would have been the best domain name and also would be pretty expensive to acquire. A business owns it and uses it.
TaylorSwiftReputation.com makes sense. It’s a term that will be highly searched. It’s likely that TAS registered this domain but it’s under whois privacy at a different registrar, so it’s hard to confirm. Since “hiding” a name/term prior to announcing is important, the domain was registered under whois privacy on August 23, 2017 at eNom. It is redirecting to TaylorSwift.com to note.
A lot of the “extra” domain registrations IMO related to poor brand planning early on. It’s fun to brand/name something one word but keep in mind that a lot of others use the term as well. Owning and using Reputation.com, if you wish to brand something “Reputation”, not only builds trust to a consumer that it’s “official” and what they are looking for, it also avoids all the crazy, uncommon spellings like Reput8tion and Reptaytion etc. which are a branding nightmare.
To note, a domain like Reputation.live could be used to promote tour ticket sales, which is available to register for $149.99 at GoDaddy and appears to be a premium domain held by the registry. The biggest problem with new gTLD domain names, most do not know reputation.live is a domain name.
The best option, if you are branding something Reputation, is Reputation.com. It’s not about quantity when it comes to domain names, it quality! Reputation.com/tickets or Reputation.com/album or Reputation.com/tour make a lot of sense, create way less domain registrations/renewals and simply less work. That is why premium domain names are valuable assets.