Google Just Went Not-Com. Welcome to the Revolution

On Monday, Google shocked investors, analysts and Google-lovers everywhere with the announcement of a major corporate restructuring headlined by a shiny new name and parent company, Alphabet Inc. The news sent branding and naming experts, among others, into a tailspin – “Why Alphabet?” they asked – but I was focusing on something much more exciting: their killer domain name.

With the launch of, Google jumped headfirst into a movement led by pop culture icons (among them Kanye West, Lady Gaga and Katniss Everdeen), but one that you may not yet be aware of: the not-com revolution.

Not-coms include everything from to .COFFEE to .FITNESS to .PHOTOGRAPHY to .XYZ and they are creating new opportunities for big brands, small businesses and entrepreneurs who want to stand out. And, believe me, they want to stand out. Individuals and businesses alike are abandoning traditional dot-com endings – once every 10 seconds, to be exact – for the hundreds of new “not-com” choices available today.

Here are just a few of the reasons why not-coms are on the rise:

  • They’re Meaningful: Not-coms allow businesses and individuals to brand themselves before and after the dot, offering the freedom to create an online presence that is simpler and truer to their brands. For example, Driftaway.Coffee or Artof.Fitness.
  • They’re Memorable: 50 percent of consumers think new not-com web addresses will be easier to remember. Not-coms are characterized by simplicity and accuracy.
  • They’re Available: About 70% of new URL requests are rejected because dot-com options are already taken. With more than 550 not-com choices available today, the probability of getting your top choice domain name is higher than ever.
  • They’re Innovative/On-Trend: Not-coms currently have 60% of the global domain marketplace and they’re growing rapidly. Even some of the biggest players in Hollywood are on board, including TheHungerGames.Movie and Lady Gaga’s BornThisWay.Foundation.
  • As the world’s largest owner of not-com domain names, my company Donuts is at the forefront of this growing trend and we’re thrilled to see not-com adoption by some of the most cutting-edge brands in the world today, as well as the up and coming brands of tomorrow. Like Google, these brands see the value in rejecting the status quo for a new way of doing things. In other words, they recognize that change is good.

Alphabet CEO Larry Page said it best in his recent letter to investors about the Alphabet announcement:

“We’ve long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant.”

Welcome to the revolution.

Source by: LinkedIN

Original article:

Share it with your friend...

Not Our Partner?
Please contact us at [email protected] to know more about
our premium partners program today!