Core messaging

By Stuart Fuller



We are officially in the annual “Will they, won’t they?” time of the year when technology journalists try to second guess exactly what Apple will announce at their next press conference.  This year’s event, due to take place on Wednesday 9th September is no different to previous events where the facts are finally separated from the fiction.  Previous iterations have seen us welcome the Apple Watch, the ‘slightly bigger than our rivals’ smartphone and of course back in the day the revolutionary iPad.  So what are the rumours this year?  It would follow tradition that they announce upgraded versions of their latest phones, so we can probably expect an iPhone 6S, as well as a new turbo-charged iPad, ‘The iPad Pro’.  The Apple TV has long been in need of a technology upgrade, especially with its rivals such as Amazon Fire undercutting them with a superior looking product.

One way we may be able to see what is going to be announced is to look at what domain names have been registered by the company.  In the past few weeks they have registered a host of domains featuring the keyword “News Publisher” which may be related to a service rather than a product, the same I would suggest for the iSurvey domains registered this week.

Alas, it looks like someone already beat them to, registered back in 2009 in fact by a company called Plum Amazing, whilst was registered back in 2010 by Ekko Webhosting.  Whilst there is little Apple can do with those registrations, they do seem to be following sage advice with regard to the launch of new products and concepts in registering domain names long before there is any opportunity for news to leak out.

Creating a coherent and comprehensive Brand Registration Strategy that not only encompasses trademarks and patents, but also domain names is essential today for organisations that want to seize the opportunities that digital marketing can bring but also mitigate the risks of intellectual property infringement.  The first step in this for any brand is to understand what the landscape is already like – creating a view on which top level domains are already registered for the keywords they want to use.  A defensive registration costs around a hundredth of the cost in successfully recovering a domain name through legal channels.

Perhaps in a year or so we will all be left in a dark a little bit longer as Apple will look to bring their dotBrand Top Level Domain into the digital world.  Once that has happened then they can register what they want, when they want it without anyone necessarily having any insight into what they are doing.

So we wait and see what will happen next week in San Francisco.  One thing is for sure, not all of the journalists will be proved right and some of those domain speculators may be left with egg on their face.  I mean, did we really think they would announce an iCar last year?