A topic related to domain names has been raising eyebrows – and plenty of questions – in marketing circles lately. Soon people will be able to purchase the .sucks top-level domain, and in doing so potentially create problems for brands and their hard-earned reputations.
Specifically, pundits are debating about the decision to acquire – or not – web addresses ending in .sucks as a preventive measure to protect a brand’s integrity and reputation. Should Panera, for example, acquire “Panera.sucks” to prevent others from potentially hijacking brand equity and creating PR nightmares? What should Walmart do? How about Comcast?
Having discussed this topic with the PR and social media management team here at Matter, I thought to share some opinion and perspective:
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