Whispers and comments have been getting louder and louder in the domainer community regarding the growing emergence of country-code top level domains (ccTLD’s). Domainer attitudes sometimes foreshadow the next wave. On the other hand, domainers sometimes only echo that which is obvious.

.US is the official country code of the United States, and a fantastic alternative to the much loved .com domain extension. This I know.

While watching ABC network TV today with my wife, a well produced commercial came on for a product line called Tena. A visit to their site indicates that Tena make absorbent hygiene products. Not what I would classify as the next hi-tech, exciting market phenom. But, probably the kind of product that works very well and for which there exist a loyal market.

Their official United States website –> Tena.US. Excellent! Displayed clearly across the television screen “Tena.us“. That’s the kind of marketing commitment that makes a statement.

So what about the .com? Well that page resolves to a country selection page which actually lets you choose from many different countries and respective languages.

To Tena’s credit, they registered their company name in almost every country code so that Tena in France resolves to Tena.fr, and Tena in Canada resolves to Tena.ca. Impressive. They are actually using the country code as it was originally intended and designed. This model represents a forward thinking company who not only recognize the inherent value of the classic .com, but who also grasp the importance of utilizing the official web address of all the countries in which they sell their products.

This registers a strong “A” … for global brand intelligence & smart marketing strategy.

.US Domain Names .us, tena, USA