Dot NYC – New Competitive Domain As An Element of Strong Branding

Someone has already called the most popular domain “dot com” boring. Well, why?

Today it was officially announced that the City of New York has been approved for its own geographic top-level domain – .nyc – which will allow New Yorkers and visitors to easily find local businesses, services and information online. A .nyc address will show that a business or individual is located in New York City and identify products and organizations serving the New York City community. The City of New York is one of the first cities in the world to be granted a geographic top-level domain by the Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit private organization responsible for overseeing the distribution of IP addresses and domain names. The approval of .nyc comes as ICANN expands the number of generic top-level domains beyond extensions like .com, .org and .edu.


New domain, .nyc

It looks like “dot nyc” will be competitive and desirable because it plays at the area of branding, branding of one of the most glamorous and dreamed-about cities in the world, New York. “Having our own unique, top-level domain…our small businesses will now be able to identify themselves as connected to New York City, one of the world’s strongest and most prestigious brands,” – emphasized Mayor Bloomberg.

New York City. Photo courtesy of Natalie Burlutskaya

Should you wish to register for a .nyc domain, you need to know these rules:

  1. registrants will have to have a primary place of residence in the City of New York with a physical address or a “bona fide presence” in the City of New York, meaning regularly performing lawful activities within the city and maintaining an office or other facility in the city;
  2. small businesses would also be able to use a .nyc domain to allow customers to know where they are located in order to better build their online identity;
  3. registration for .nyc addresses will open in late 2013 and fees are to be determined. Additional information is available at

Commissioner Walsh pointed out that “small businesses benefit from a strong online presence, and the .nyc domain will give New York City’s small businesses an extra boost by making them more accessible and allowing them to build off the NYC brand”.

How did NYC obtain its own domain? The City of New York is working with a selected registry vendor, Neustar, who is covering all of the City’s costs associated with obtaining the top-level domain, which includes a $185,000 application fee and all technology services and marketing expenses associated with the top-level domain. In March 2012, the City of New York applied to ICANN for control over the administration and management of the .nyc domain, and in May 2013, ICANN announced its decision.


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BPO Group USA’s Presentation to the Guild of Realtors

The right branding is important not only for goods. It is absolutely crucial for your company as well, especially if your company provides services such as brokerage, coaching, tutoring, consulting, advising, design services, to name a few.

Right positioning and positive company image build trust which is the most important component  for building loyalty among your consumers, as well as the way to attract new customers.

In August 2012 BPO Group USA was invited to Russia to lead at the business conference of Russian Guild of Realtors. The roundtable meeting took place in the Urals region famous for its industrial and business activities worldwide and its strong influence on the Russian economy.

BPO Group USA's Consulting

BPO Group USA’s consultant with the representatives of Russian Guild of Realtors.

BPO Group USA spoke out in front of great professionals with many years of experience in the real estate field.

BPO Group USA's consulting session

BPO Group USA spoke out in front of great professionals with many years of experience in the real estate field.

We emphasized the urge of the right company branding as well as smart online presence. For such organizations as Russian Guild of Realtors it is critical to utilize all contemporary ways of communications with the clients.

BPO Group USA was given a very warm reception. We are looking forward to collaborating with the Guild.

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The Importance of Branding

Having a great product do you think you are having a brand? In some cases – not at all.

We’ll explain why.

For example, you are a fashion designer. You have made a collection of dresses. All of them are nice and beautiful, and got appraisal from your friends. But so what? To sell them you have to inform your potential consumers that you do exist, create beautiful dresses, follow trends, and do not compromise on quality. How to do it?

You need a right “wrap” for your dress. You need to create a brand out of your product.
Consider analyzing your costs and profit estimation, and set your tasks on branding. Create your name and label. Think about your price point and portrait your target audience. Then some important next steps should be made to promote your brand.

…Seems complicated? Well, it is not really so. You just need to articulate the vision and develop the structural approach. We can do it together with you via our creative workshops! To learn more please contact BPO Group USA.

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