15:45 – 17:00
General Manager Business Management Office
Intellectual Property & Standards, Philips Group Innovation
Director of Digital Projects
Richemont International SA
For Non -Round 1 Applicant Brands The Next Step – How to Make the Business Case for Pursuing a .BRAND
It has been widely stated that the Round 1 TLD application process was led by the law department while Round 2 will be driven by the CXO suite. What steps can you organization take now to ensure you don’t miss the boat on the next opportunity to own your .BRAND?
Making the decision to apply for a TLD is one that is going to require the internal support of your colleagues across several departments, including legal, marketing, IT and e-commerce to name a few. Paramount to obtaining the green light to proceed on applying for a TLD when Round 2 opens, it is critical that you position the possibility of owning a .BRAND as the missing link in your company’s digital portfolio – an invaluable portal to new opportunities, business, revenue streams, etc.
During this session hear from executives who have been involved with their companies strategic TLD planning process from the beginning as they share with you insights into how to not only make the business case for your .BRAND, but also discuss with you the many moving parts involved with transitioning your .BRAND from a mere idea to a reality. Topics to be discussed during this session will include:
• How to draft a viable business plan that maps out the risks, benefits and rewards of pursuing a .BRAND
• Tips for outlining a realistic budget for pursuing a .BRAND – inclusive of anticipated application, legal and contractor fees and other consulting services
• Thoughts on strategic uses of your .BRAND – marketing, revenue generating, customer engagement