IN WHAT LOOKS set to be the biggest ever shake up in internet domains, regulator ICANN has paved the way for brands to use URLs as marketing tools. The changes mark a move away from .com, .net and the other top-level domains by allowing brands to put their names at the heart of the web with suffixes like .nike, .coke or .apple. ICANN is predicting that a wave of creativity will be unleashed and the changes are certain to make big brands think again about their web strategies. They will have to be sizeable players however: applications which open in January 2012 will need to be accompanied by a fee currently set at $185,000. - 20/6/2011
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