Maybe I am stupid. Because I do not understand the current hype about brands applying for their own TLD.
Let’s say you apply for and get the following TLD: .YourBrand
To create an internet address, you have to put something in front of the TLD. So maybe you stick to countries or languages and create www.USA.YourBrand or
you create www.EN.YourBrand.
How is that better then www.YourBrand.com, which you already own?
And which you will not give up.
Of course, you could also create things like www.Sales.Yourbrand or maybe www.Service.Yourbrand. But is that better to memorize?
How ill your email addresses improve?
From my point of view, something like JonDoe@Sales.YourBrand is not better then JonDoe@YourBrand.com.
If you have reasons for brands to invest a couple of hundred thousand Dollars in a TLD and essentially becoming a registry, please write!