In a recent newsletter article shared by Chad Folkening from the Entrepreneurship Handbook, domain investors received valuable insights and practical advice on domain name acquisition and branding.
Authored by Dave Schools, the article not only provided essential guidance for buyers of high-value domain names but also disclosed a significant domain name purchase that highlighted key lessons in brand management.
The Value of .com Domains
The Case of Session.com
In a striking example, Dave Schools shared an expensive domain acquisition made by his company—Session.com, which was purchased for $385,000. This domain name, he
explained, was intended to be the cornerstone of the company’s branding efforts. However, a crucial mistake was made: the company branded itself simply as “Session” instead of
“Session.com.” This decision led to confusion and underscored the importance of integrating the domain extension into the brand name.
Lessons in Branding
Dave’s article illustrated why embracing the full domain name, including the .com extension, is vital for clear and effective branding. He highlighted that omitting the extension can lead to misidentification and missed opportunities. This perspective aligns with advice previously offered to founders and marketers, urging them to “embrace the extension in branding.” By fully incorporating the domain extension, businesses can reinforce their online identity and
ensure that their brand is easily recognizable and accessible.
Historical Context and Market Impact
The story of Session.com has a rich background. Originally owned by Brent Oxley, the domain name was sold in 2021, a transaction not yet indexed by NameBio but significant enough to rank as the 40th largest public domain name sale of that year, once listed in
DNJournal’s archive. This sale is also included in the Embrace.com list of recent one-word
.com domain name sales, showcasing its prominence in the domain investment landscape.
Practical Advice for Domain Buyers
Dave Schools’ article is a treasure trove of first-hand advice on domain name usage and branding strategies. He offers a clear roadmap for prospective buyers on how to select and utilize domain names effectively to build strong, unambiguous brands. His insights are poised to be a valuable reference for domain investors and entrepreneurs looking to make informed decisions in their branding and domain acquisition efforts.
Conclusion
The insights shared by Dave Schools underscore the critical importance of strategic domain name usage and branding. His real-world example of Session.com serves as both a cautionary tale and a learning opportunity for businesses and domain investors. By emphasizing the value of .com domains and the necessity of integrating domain extensions into brand identities, Dave provides a clear blueprint for avoiding common pitfalls and achieving brand clarity and recognition. His advice is not only relevant but essential for anyone involved in the domain investment arena.
