ICANN will soon allow companies to apply for and operate domain registries for generic Top-Level Domains (gTLDs) that represent their brand or keywords. For example, Aetna can apply for .aetna or .insurance. Many of the biggest brands are planning to apply for their .brand TLD, but many marketing leaders I've talked with look at this as a nuisance and are skeptical about whether Internet users will embrace them.
What do you think? Do you believe that the new .brand domains will catch on with users, or are they so used to .com that they won't change their behaviors? Take the poll over on the right pane of my blog.