Top.Domains successfully defended Transfer.Now in a UDRP. He then went on to give his breakdown on why Transfer.now is better than the domain names owned by the entity who tried to get the name via UDRP.
From a branding perspective, Transfer.now is a much more powerful domain than TransferNow.net or TransferNow.com.
Here’s why:
.Now does not equal “now”. While “now” is just a word, .Now is an exciting brand space.
If you own Transfer.now, you own the premium word “Transfer” in the .Now brand space. That gives the domain an instant premium feel – something two-word .com and .net domains simply cannot replicate. That’s a substantial difference.
Furthermore, while the two-word .com and .net domains effectively allow for only one brand name – “TransferNow” – premium .Now domains usually allow for three brand options: “Transfer.now”, “Transfer”, and “TransferNow”.
Most of the time, the optimal brand choice for a .Now domain is simply the SLD. For Giant.now, it’s Giant. For Escape.now, it’s Escape. For Handsome.now, it’s Handsome. .Now works as a brand space that elevates the brand, just as .com usually does.
That’s not always the case, though. For Transfer.now, we would say the strongest brand choice is definitely the domain itself, with the “T” capitalized.
“Transfer.now” does not equal “TransferNow” – and it is a much stronger brand.
“Transfer.now” is a premium name inside the .Now brand space. “TransferNow” is a two-word brand.
It also lets “now” stay lower-case, putting the focus exactly where it should be: on “Transfer”.
The right comparison for “Transfer.now” is not TransferNow.net or TransferNow.com. It’s “Transfer.com”.
We’d argue that “Transfer.now” is the only “Transfer.” domain and brand that can realistically challenge – and, with the right marketing, surpass – “Transfer.com” in terms of brand power.
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