How To: Be Ready for the .Anything Domain Name Wave

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Marketers now have an opportunity to obtain new domain names based on trademarks or descriptive features of their company’s goods and services. In this informative session presented by a leading intellectual property attorney you’ll learn how to recognize the challenges and opportunities associated with a web presence.


Trattoria Nicola’s
1250 22nd Street NW
Washington, DC


AMADC Members: $30
Non-Members: $50
Student Members: $15

Pre-registration closes on Wednesday, October 23rd at 12pm. On-site registration will be offered with an additional $10 registration fee.

Lunch is included with registration.

About the Program:

Today, a strong web presence is an essential component to any marketing strategy. Driving customers to a website through channels like email, print, or TV is now a common and effective practice. The names of the websites that you create, and drive people toward, are often linked with the brand, company or product you’re marketing – playing a critical role in your efforts to influence customers. As marketers, we’re all familiar with the Internet domain names of .com, .org, and .net and a few others such as .biz and .info. Occasionally, we may even see a few more really obscure domain names such as .travel, .jobs, and .museum.

Beginning several years ago, ICANN, the entity that runs the Internet domain name system, began the process for greatly expanding the “top level” domain space. The wave of new applications for new extensions began in 2012, and over 1900 applications were filed for over 1400 new extensions. What does this all mean for marketers?

Of these 1400 new extensions, there are 600 potential new unrestricted domain names. Marketers now have an opportunity to obtain new domain names based on trademarks or descriptive features of their company’s goods and services.

In this informative session presented by a leading DC intellectual property attorney you will learn:

  • The challenges of protecting trademarks on the Internet and how to ensure yours is protected
  • What brand owners are now facing with over 1000 new domain extensions
  • How to review the list of applied-for new extensions and decide if you want a domain name that is an identical match to an existing trademark
  • How the “Sunrise” period for new extensions can effect your web strategy
  • How to monitor the progress of new extensions of interest to your organization or company

Who Should Attend:

Marketing managers, brand managers and marketing consultants

About the Speaker:

Keith Barritt, Esq., Attorney

Keith Barritt, Esq., Attorney
Fish & Richardson P.C.

Keith A. Barritt is an attorney and Principal in the Washington, D.C. office of Fish & Richardson P.C., one of the premier intellectual property law firms in the country.

Keith graduated with honors from the University of Virginia with a degree in philosophy in 1983, spent a few years working as a legislative aid for a Congressman in Washington, D.C., and returned to the University of Virginia where he received his law degree in 1989.

His practice is primarily focused on all aspects of trademark law, including Internet domain names. He has been named by the Legal Media Group as one of the world's “Leading Trademark Law Practitioners."

Keith regularly attends meetings of the International Trademark Association, and for the past few years has volunteered on the subcommittee studying the expansion of the Internet domain name space. For his work on Internet domain names, Keith received a Volunteer Service Award from the International Trademark Association.

Interview with the Speaker:

Interview with Keith Barritt, intellectual property law attorney at Fish & Richardson, P.C.

What is a common misstep made by even big brand names when handling their domain name? The answer might surprise you!

October’s upcoming How-To Series speaker and intellectual property law attorney at Fish & Richardson P.C., Keith Barritt, took time before October 24th’s How-To Series to answer some of the most pressing questions faced by companies when choosing and maintaining their domain name.

I asked Barritt to describe some of the pitfalls he’s noticed companies experience when selecting a domain name. Barritt explained that companies should avoid selecting domain names that are too long and complicated, or the use of hyphens. Often, brands risk consumers forgetting their domain name, or misspelling of the name, and the potential of being re-routed to another website. Another pitfall Barritt has noticed, are companies not conducting a proper trademark search of their domain, prior to selection. What’s another common mistake brands have made with their domains? Renewal deadlines. “Even Google and Microsoft have dropped the ball on renewing some of their lesser-known domains,” explained Barritt.

Throughout his career as an attorney, Barritt has had the unique opportunity to experience what differentiates a successful company, versus a company experiencing lesser success, after selecting a domain name. Barritt explained companies should have their domain name mirror their company name or core trademark. In doing so, consumers will have an easier time remembering the name, as well as strong brand recall. Companies owning multiple domain names, should include potential misspellings of the name, and have them redirected to the correct company website. Finally, don’t forget to “register your domain names as soon as possible before they’re gone!”

Barritt’s experience as a property law attorney has granted him with a wealth of knowledge on the internet’s new intellectual property landscape and how it will affect brand owners. So what is the government doing to protect a company’s trademark online? The federal Anticybersquatting and Consumer Protection Act allow trademark owners to sue in Federal Court. In addition, “for the new ‘top level’ domains, new systems are in place that require recording trademarks in the new Trademark Clearinghouse, after which the [trade]mark owner will be eligible for preferential ‘Sunrise’ domain name registrations,” explained Barritt. All of these laws will have an effect on how companies handle their domain name and trademark selections.

To learn more from Keith Barritt on how new federal laws will affect your organization’s domain and trademarks, and how to avoid common mistakes, register today for AMADC’s HOW TO: BE READY FOR THE .ANYTHING DOMAIN NAME WAVE on Thursday, October 24th from 11:30am-1:30pm.