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03|16|2009 01:45 am EDT

RIM Goes On Brand Protection Domain Buying Spree, Forgets A Few

by Adam Strong in Categories: Up to the Minute

Blackberry maker, Research In Motion (RIM), recently announced their sponsorship of the upcoming U2 world tour.  So naturally what would you do when planning a massive marketing campaign tied to a huge event like this?  You do what Godaddy did !  You register all sorts of domain names. Some to use but many simply for the sake of “brand protection”.

Granted RIM didn’t go as crazy as Godaddy did but U2 fan-site tracked down 107 domains that the company registered this last week.

As Matt McGee with points out  “I think, for the most part, this is a case of CYA — cover your ass.”  . . .   We agree that this may have been their thoughts. This type of defensive registration or brand protection is smart and we feel that there will be more of this going forward.

RIM appears to use the services of Corporate Services Company whose services include being the “single source to . . . protect brands”, but it appears they may need to do more due diligence in the domain name area.  Afterall, if you are trying to “CYA” with this degree of effort, you may not want to leave yourself exposed to your brand being tarnished by more obvious domain names.

Vulgar domain names that criticize a brand such as and F*** are much more common for disgruntled users or other naysayers to register.  They also tarnish a brand much more than a domain such as would ever do even in the “wrong hands”.

Both of the above example domains were available for registration at the time of this writing and could easily be registered by an unhappy RIM customer. RIM may have held back a little compared to Godaddy’s last brand protection effort, but the company still registered a fair amount of ridiculous names and may have left out some other domains that become crucial in protecting a brand.

Disclaimer – Author, Adam Strong, is one of the founders of the domain name consulting group

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March 16, 2009 @ 7:42 am EDT

Seems like the article writes are not covered either…….hmmmmmm

Scott Alliy

March 16, 2009 @ 8:17 am EDT

A company that realizes the value of multiple domain names, this is great news for domain name investors.

On another note
Domain owners who park their pages need to take heed of how their pages are being parked. This A.M. I read an article about virtual meetings. I went to and landed on a parked page with a loud audio ad. Well, if I am a domain name buyer I am NOT buying that name because it has been tainted with this loud audio and I am sure that others have landed there and will tell friends not to go to that site.

The moral is to be careful how and where you park your pages to make sure they remain available and valuable to buyers like the one in this story someday.

Adam Strong

March 16, 2009 @ 3:41 pm EDT

LOL. Paul I appreciate you putting me and the company I work with in the same league as RIM. That’s very generous of you.


March 16, 2009 @ 3:54 pm EDT

Shockingly, is unregistered too. Surely someone could have put this domain name to good use by now.

Adam Strong

March 16, 2009 @ 8:07 pm EDT

Thanks Borat. . . I guess since you became a movie star and opened up your boutique at you have just forgotten to register good domains like those too.


March 16, 2009 @ 8:25 pm EDT

Yes, I see you bought one in every color. Makes me vomit in my mouth. Very niiiiiiice!

Adam Strong

March 16, 2009 @ 8:37 pm EDT

Yes Borat they were on my friend Elliot Silver’s wedding registry, don’t you remember.

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