Dot brands are very different in essence to generics, as they are owned by one brand who can register more or less any domain name that they wish. As the brand name is already in the Top Level Domain, there was a wide open white page for domain names, relying on brand creativity. When Top Level Domain names were applied for, in 2012, we were wondering if brands would be very creative in their second level domain names, or inversely, if there would there be quickly some standard that would appear for the “home” page, for access to recruitement pages, for financial information, collection or products.