I just saw a new "men's product" promotion on TV. [
isitlowt.com ]IsItLowT.com?
Building a new brand around a website name that "asks a question" exposes the branding process to a risk, peculiar to the Web and domains, a risk that I'll call "domains that answer" (the question).
Domains that answer can be satirical sites, pron sites and even innocent bystanders.
My favorite (unintended?) response to the "it it low" domain question => [
itslow.com...]
Do you think the "it's low dot com" guy wants to be associated with low testosterone?
Domain based promotional campaign strategy doesn't end with registering the clever name of the principal promtional website. If a simple question - and related website/domains - will form the core of the promotion then the simple-direct and simple-silly "domain answers" should be rounded up, re-directed, etc. . . before the responding domains are used to launch a viral campaign that satirizes and eviscerates "the brand".
Question: What do you think of a competing company registering an "answering domain" to (covertly?) launch a parody of the new brand?
