Google’s Not-Com Phenom

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Google is proving once again that in order to go big, you have to take risks. The company shocked investors earlier this month when they announced a major corporate restructuring, including a new parent company with a new name: Alphabet, Inc. Many marketers and branding experts have puzzled over the choice in name, but more interesting is what they chose for their website:


That’s right. The days of the dot-com are growing passé, and Google is looking to the future. Their URL joins the not-com revolution, a movement led by celebrities and pop culture, which so far includes Kanye West, Lady Gaga and Katniss Everdeen.


Not-coms can be .TUTORIAL, .MARKETING, .LOL or anything the mind could think of. They’re creating new possibilities for businesses and people who want to stand apart for the crowd. Every ten seconds, a business abandons their .com for one of the limitless “not-com” options available.


Not-coms are meaningful and memorable; in fact, 50 percent of consumers think the new not-com addresses are easier to remember. The simplicity of the addresses (such as Lotus.Yoga or RiversideItalian.Bistro) center the brand of the business around the dot, and lead to a simpler, more brand-focused online location. Not-coms are completely on trend, with sites such as BornThisWay.Foundation and TheHungerGames.Movie already popularizing the innovative URLs.


Perhaps most importantly, not-coms are available. It’s estimated that 70% of new URL requests are rejected because the dot-com is already taken. 550 not-com choices are currently available, making the probability of getting something desirable, simple and memorable is better than ever before.


So of course, when innovating with this latest restructuring, Google has chosen their own not-com to lead the pack. As Larry Page said in is latest letter to investors:


We’ve long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant.”


Stay tuned to the Satori blog to see how we’ll use the not-com revolution for our clients, to keep ahead of the pack and continue making business easier and more successful.

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