Top Brands Watch: Coca-Cola

Coca-Cola is the most recognized brand in the world. Coke is sold in over 200 countries. The Coca-Cola Company uses a multi-channel, Internet marketing strategy. Here is a breakdown of some of the many Coca-Cola Internet properties and how they are using domain names for advertising and branding.

Even the top global brands are often slow to adapt to domain name strategy and new media. Coke seems to be laggards in some areas on the Internet as Coke has sometimes slowly adapted to new Internet techniques. For instance, Coke’s company blog was launched in 2008. The company joined YouTube in 2006 and has not ramped it up yet as the official Coke YouTube channel currently has less than 15,000 subscribes and less than 4 million channel views (YTD).

Doing things backwards and breaking domain name rules? Domain experts would most likely agree a domain strategy of using their short, four letter web address ‘Coke.com’ as the main e-Commerce site and recommend both Coca-Cola.com & CocaCola.com to re-direct to Coke.com (the opposite of what Coke is doing today). As for CocaCola.tv and Coca-Cola.tv (best to go without the hyphen as the main site), and wouldn’t it make logical sense to prioritize the Coca-Cola TV site which is currently only in Spanish- especially as video search is emerging so rapidly. Thus,  it makes perfect sense to build out video site as a global TV site (multilingual for all countries!). Moreover, Coke.tv does not reslove but would be more powerful as the go-to web address for Coke TV instead of Coca-Cola TV or at least co-branded as two video sites.

In sum, there is always room for improvement with a domain name strategy and even for the big time pros like Coke. Who owns the powerful, category defining, generic, four-letter (4L) domain name- ‘Soda.com‘ (currently a parked ad site)? Coca Cola is numero uno as a global brand but their naming and branding is not perfect. Red Bull kicks their butt in the energy drink market, don’t they?

P.S. Also, we suggest ‘CokeBlog.com’ instead of ‘Coca-ColaConversations’. The “Keep it Simple Stupid” approach 😉

* Coca-Cola is the first company featured in our new ‘Top Brands Watch’ series about top global brands use of domain names in advertising.

Domainertising.com Domain Names in Advertising

Best Global Brands Ranking for 2010

 Best Global Brands Ranking for 2010

1. Coke
2. IBM
3. Microsoft
4. Google
5. GE
6. McDonald’s
7. Intel
8. Nokia
9. Disney
10. HP

After Domainertising reviewed Interbrand’s 2010 Top 100 Global Brands, we noticed a common naming strategy of keeping names short. Roughly 29% of the Top 100 global brands use short names and/or acronyms (4-letters or less) for their easy-to-remember brand names. When selecting a brand name think big with a short, memorable domain name.

Though not on the list, let’s discuss Facebook’s naming strategy from their original ‘The Facebook’ name. Amazing it took Facebook this long to figure out FB.com is the ticket to co-brand alongside Facebook as it recently acquired the 2-letter domain. Remember the line in the Social Network movie when the Napster Internet guy schooled Zuckerberg to lose the ‘The’ in the young company’s TheFacebook.com name & go with Facebook.com.

We say the hell with even this shorter version of Facebook.com from the original TheFacebook name as said in the movie, and we suggest to Facebook to re-brand entirely with ‘FB’ and brand the power of a short, extremely rare 2-letter domain they now have- FB.com. FB.com is far cooler and cleaner than TheFacebook.com and Facebook.com by a long shot. Some of the top global brands have figured out the obvious-  short brand names are cool. This is not rocket science.

Source: Interbrand.com

Top 10 News Media Brands Online – March 2009

Top 10 Broadcast Media Websites – March 2009

  1. CNN.com /(CNN.tv)
  2. CNBC.com
  3. FOX.com
  4. BBC.com
  5. Bloomberg.com
  6. KSL.com
  7. ABC.com /(ABC.tv)
  8. CBS.com
  9. TheTodayShow.com
  10. NPR.com (National Public Radio)

(Source: MarketingReports.com)

As you can see, seven out of ten (70%) of the Top 10 broadcast media sites use short 3L (3-Letter) domain names. Imagine if you will for a moment, the future value of some of the extremely rare 2 & 3L domain names that can be used create brands &/or co-brand online media sites down the road with the emerging trend of online media & Internet TV.

Tropicana Launches “Squeeze– It’s Natural” Advertising Campaign

“To complement the new branding and packaging, the bold advertising campaign, entitled “Squeeze — It’s a Natural,” seeks to establish an emotional connection between consumers and orange juice by reminding them of the positive ritual associated with starting each morning with Tropicana Pure Premium Orange Juice.”- BevNet.com

MediaPost Publications – JWT Forecasts 2009 Trends – 12/30/2008

JWT, an advertising agency giant, forecasts solar, environment & mobile as among the next few big things. “The future belongs to those who capitalize on emerging trends”…

“T. Boone Pickens, the Texas oil billionaire, has invested $58 million in promoting the “Pickens Plan.” His goal is to promote widespread adoption of natural gas, solar power and wind power.”- Fern Siegal (Source: MediaPost.com)

SolarRooftopLeasing.com will be launched in 2009!

Domaining Success Story Flashback ‘Beer.com’ Trades for $7 Million

Back in 2004, Boston-based Internet Real Estate Group (InternetRealEstate.com) acquired the powerful, generic domain name ‘Beer.com’ for $80,000 and left the original owner a 20% equity interest in the domain that later sold for a fast turnaround as a developed site for $7 million to Interbrew. (Read Dn Journal 2005 Story)

Earlier this year, the Wall Street Journal (WSJ) reported Liberty Media acquired the developed keyword search term domain name “Body Building.com”… Click Here: ‘BodyBuilding.com’ sold for $100 million. What is Beer.com‘s value in today’s market?

ANA 2008 Annual Conference – Masters of Marketing

ANA 2008 Annual Conference – Masters of Marketing
Orlando, FL– “The premiere (advertising and marketing event) for senior markerters and chief marketing officers”- ANA.net The ANA 2008 Conference is sold out to 1,200 attendees and 600 client-side markerters.

Do these advertisers and marketers fully understand the power of keyword category defining domain names? Create a domain strategy with descriptive, intuitive, meaningful domain names that have persuasive and gravitional pull online as well as easy recall for both online and offline marketing campaigns?

For free domain consultation please email us! To view our domain name inventory Click Me! URLBrokers.co.uk, International Domain Brokerage Services. (Visit the domain brokers blog: URLBrokers Blog Click Me!)

iMedia Connection: See how SKYY and others broke the branding mold

iMedia Connection: See how SKYY and others broke the branding mold

Source: imedia.com

Linked article reveals case studies of the following brands , who’s websites successfully used user-generated-content (UGC) and branding in recent successful online ad campaigns.

S. Granville-Smith, InsideDomaining.com

Top 20 Coolest Brands in the UK…

Apple takes 3 top spots out of 20 for the coolest brands in the UK… iPhone left out (would’ve been 4 of 20) but was only recently launched overseas.

    Top 20 Coolest Brands in the UK:

  1. Aston Martin
  2. iPod
  3. YouTube
  4. Bang and Olufsen
  5. Google
  6. Playstation
  7. Apple
  8. Agent Provocateur
  9. Nintendo
  10. Virgin Atlantic
  11. Ferrari
  12. Ducati
  13. eBay
  14. Rolex
  15. Tate Modern
  16. Prada
  17. Lamborghini
  18. Green & Blacks
  19. iTunes
  20. Amazon

Visionary multi-billionaires Steve Jobs & Sir Richard Branson, RichardBranson.com, both make the Top 10 CoolBrands UK with iPod, Apple.com & Virgin Atlantic- Virgin.com

Source: CoolBrands UK, MediaGuardian.co.uk

Photo: Apple Store NYC by J.S. Wright

Photo: Richard Branson in Sydney, Australia by Matty Business

S. Granville-Smith, InsideDomaining.com