The Journal
Who actually buys an onchain TLD
A buyer is not a company. It is a person with a reason, a budget line and someone to convince.
Trademark TLDs onchain: what they are and why they exist
Onchain TLDs matching well-known names exist. How that came about, and what it means for the organizations they match.
Lookalike onchain TLDs: which variants of your name matter
You cannot hold every variant of your name, and you do not need to. A way to rank them.
Paying to a name instead of an address
A forty-character address invites mistakes. A name removes one class of error and introduces a question: who controls the name.
Preparing an onchain TLD for sale
Buyers pay for a clean string, a clean history and a clean handover. Most of that is in the holder's hands.
Due diligence before you acquire an onchain TLD
The record is public, which makes diligence easier than for most assets. What to read, and what the record cannot tell you.
How to audit your brand's onchain namespace
A namespace audit fits in a few working sessions. The method, step by step, with the document you should end up holding.
Naming AI agents under your own TLD
An agent that negotiates, orders or pays on your behalf needs an identity others can check. Where naming fits.
Planning the exit of an onchain TLD portfolio
The order of sales changes the outcome. A plan for holders who registered early and at scale.
Who holds the keys: custody of an onchain TLD
The most valuable decision after an acquisition is made before it: where the TLD will live and who can move it.
The board memo on your brand's onchain TLD
Directors do not need a course on blockchains. They need the issue, the options and what you recommend.
A website on an onchain TLD: how publishing to IPFS works
A site on an onchain name is not a replacement for your main website. It is a different kind of presence, with different strengths.
You applied for a dotBrand: deciding on the onchain twin
The application covers the DNS. The same string onchain is a separate asset with a separate holder. A way to decide what to do about it.
Seven pricing mistakes onchain TLD holders make
Most pricing errors are made before the first conversation. Seven of them, and what to do instead.
The first ninety days after acquiring an onchain TLD
An acquired TLD that sits unused protects the name and nothing else. A plan for the first quarter.
What trademark law reaches onchain, and what it does not
The right exists. The difficulty is the defendant, the forum and the remedy. A plain account for brand owners.
Managing a TLD from an AI assistant: what to delegate
Convenience is not the question. The question is which actions on your namespace should ever happen without a second pair of eyes.
A short history of namespaces outside the DNS
People have been building names outside the DNS for decades. The pattern of those attempts explains what is different now.