NEW YORK, NY – Every once in a while I see a real stand-out domain in the new gTLD space and that’s what happened last night when I came across an organization called HARNESS, with its address (Harness.space) being utilized in a great way, and to an audience likely to not care much what-in-the-world the ending dot is; it’s the organization that matters, and its purpose.
While passionate lovers of this organizations’ mission won’t care either way what the new dot address is, what’s bound to happen, in a BIG way, is it will build new-dot-awareness. I’m sure many people, when they learn the Internet address of the organization, will say something to the effect of, “oh, wow, I didn’t know you could have a .space address, never heard of it before, that’s interesting.”
That is exactly what will help the entire new gTLD space. This type of genuine adoption and use mixed with viral awareness. Consumers do not want to be ‘told‘ what’s in, what to buy, or what they should use for their business; they copy, mimic and follow others; it’s Human nature.
Harness seems to act as a central hub-of different social purposes and it’s very likely to create a tremendous buzz. I found the site by viewing a social cause on Twitter, where a little girl’s mom is wearing a t-shirt with “HARNESS” on it; a touching story, referenced below.
Also worth note is that I had forgotten the name of the organization this morning but I was able to search Google for the words, “organization .space” and it came right up mid-page.
Those who monitor new gTLD search rankings will love to see this .space ranking well on Google as I didn’t even need to remember the address, I just remembered that it was using a .space extension and I was able to get back to it. Relevant as many of today’s gTLD discussions are based on branding and memorability. Visiting the site in a private browser using “Chrome’s Incognito“ function only pushed it down one spot.
Those who monitor new gTLD search rankings will love to see this .space ranking well on Google as I didn’t even need to remember the address, I just remembered that it was using a .space extension and I was able to get back to it. Relevant as many of today’s gTLD discussions are based on branding and memorability.
Visiting the site in a private browser using “Chrome’s Incognito“ function only pushed it down one spot.
Harness seems to act as a central hub-of different social purposes and it’s very likely to create a tremendous buzz. I found the site by viewing a social cause on Twitter, where this little girl’s mom is wearing a t-shirt with “Harness” on it; a touching story.
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