Making Sense of Google's .xyz gTLD Branding

domainking131

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Google has a newly created parent, a holding company that is now its official owner. Of course, Google will keep using its extremely well-known name for its core search and related businesses. But the company now operates under an entity known as Alphabet — to give its name with extension, Alphabet.xyz. Here specialists in gTLDs may be scratching their heads. Why .xyz? Why this little-known domain for one of the world's great corporations?

My theory: Google is trying its hand at a new style of inconspicuous consumption. Note that I say inconspicuous. We all know about conspicuous consumption, the drive many consumers feel to flash designer goods with accompanying logos. But a recent paper by professors Wilson, Eckhardt, and Belk entitled "The Rise of Inconspicuous Consumption” highlights an emerging consumer trend toward "discreetly marked products, subtle but distinct styles, or high-end brands that fly beneath the radar."

Read this article by Alex Tejirian at CircleId
 
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