Jul 16, 01:24
Domains of Branding
How much could your brand suffer if it didn’t own the domain name that reads its name? Obviously the number is out of reach. What brought my attention back to this issue is by dialing Showtime.com. It’s a domain name with an automated landing page at Network Solutions. I’ve never dialed Showtime, I’ve always been taken by a link to apparently Showtime Arabia instead.
A quick look at the whois records of the domain name, it reads that Showtime Tours Incorporated, a company in GB owns the domain name since 2003. But then again this website is down.
Now the interesting part, the website showtime.com has a ranking of 157,224 on Alexa and according to Compete Rank it has 64,427 U.S visitors a month. Now you might think 64K ain’t that a big deal? Okay, how about 64K showtime seekers/followers who have to either click/search/type elsewhere and get frustrated till they find the domain name that actually takes them to their beloved cable network Showtime?
Now I wouldn’t say Showtime couldn’t effort the price, that’d be underestimating their size, uninformed marketers? That wouldn’t be true either, in all the cases, that’s a miss!
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