Even without domain names, dotted brands are en vogue these days. The Economist makes use of all possible .views sections: art.view, asia.view, business.view, europe.view, green.view, tech.view, you name it.
While trotting Ukraine our colleagues found two local emerging brands, though we need to acknowledge their high potential considering proper marketing campaigns, - they can easily go worldwide.
One is "ice.t" developed by sandmartindesign:
Another one is Tuborg beer's campaign "Відео.FUN.І.Я" ("Video.FUN.and.Me"):
Jingly link: http://whatel.se/~fZP1$2B
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Love the video. Very professional!!!
I believe it all has started with SONY’s “like.no.other”
And now SONY is all about “make.believe”: http://marketing.ofcour.se./2010/04/01/sonys-make-believe-explained/
A good article on online brands: http://mashable.com/2010/07/06/clean-social-media-identity/