https://hush.partners/blog Notes from a private desk for onchain top-level domains: brand protection, selling, acquiring, what works today, and the ICANN round. en https://hush.partners/buying-a-tld-without-revealing-the-buyer https://hush.partners/buying-a-tld-without-revealing-the-buyer How an organization acquires an onchain TLD through a mandate: what the holder learns and when, which wallet receives the token, and what the record shows. Acquiring Sat, 10 Oct 2026 00:00:00 GMT https://hush.partners/from-application-to-delegation-the-path-of-a-gtld https://hush.partners/from-application-to-delegation-the-path-of-a-gtld What happens to an ICANN gTLD application after evaluation: contracting, testing, delegation, launch, and where an onchain TLD of the same string sits. Market & ICANN Sat, 10 Oct 2026 00:00:00 GMT https://hush.partners/onchain-names-in-a-company-acquisition-the-ip-checklist https://hush.partners/onchain-names-in-a-company-acquisition-the-ip-checklist A diligence checklist for M&A and IP lawyers: wallet control, the registry record, names issued under a TLD, the move at closing and the disclosure schedule. Brand protection Sat, 10 Oct 2026 00:00:00 GMT https://hush.partners/pricing-the-names-under-your-tld https://hush.partners/pricing-the-names-under-your-tld How the operator of a market TLD builds a price list: tiers, premium names, free names for members, and a worked example of revenue across three tiers. Onchain today Sat, 10 Oct 2026 00:00:00 GMT https://hush.partners/royalty-program-terms-when-a-tld-changes-hands https://hush.partners/royalty-program-terms-when-a-tld-changes-hands A Freename TLD can sit under earlier royalty terms or under terms with an annual cost. How seller and buyer establish which, and what it changes in a sale. Selling Sat, 10 Oct 2026 00:00:00 GMT https://hush.partners/licensing-a-tld-instead-of-selling-it https://hush.partners/licensing-a-tld-instead-of-selling-it How a holder can license an onchain TLD and keep the token: what the licensee really gets, sale and license compared, the contract, and the risks on each side. Selling Fri, 09 Oct 2026 00:00:00 GMT https://hush.partners/onchain-names-in-a-corporate-domain-portfolio https://hush.partners/onchain-names-in-a-corporate-domain-portfolio How a corporate domain manager records onchain names next to DNS domains: the extra register fields, what the registrar does not cover, and reporting to legal. Market & ICANN Fri, 09 Oct 2026 00:00:00 GMT https://hush.partners/terms-of-use-for-names-issued-under-your-tld https://hush.partners/terms-of-use-for-names-issued-under-your-tld A clause-by-clause guide for the operator of an onchain TLD who must write the terms a registrant accepts, with the limits of what an operator can promise. Onchain today Fri, 09 Oct 2026 00:00:00 GMT https://hush.partners/the-reserved-list-names-to-hold-back-before-launch https://hush.partners/the-reserved-list-names-to-hold-back-before-launch Which names an operator keeps out of open registration under a sector TLD, how the list is built and signed off, and how a reserved name is later released. Onchain today Fri, 09 Oct 2026 00:00:00 GMT https://hush.partners/warranties-a-buyer-should-ask-a-tld-seller-for https://hush.partners/warranties-a-buyer-should-ask-a-tld-seller-for The statements buyer's counsel should ask a TLD seller to give, why each one matters, how each is checked, and what no warranty can repair after closing. Acquiring Fri, 09 Oct 2026 00:00:00 GMT https://hush.partners/writing-an-internal-policy-for-onchain-names https://hush.partners/writing-an-internal-policy-for-onchain-names A clause-by-clause guide for general counsel: who may register, who holds the wallet, who decides to acquire, who approves a name, departures and review. Brand protection Fri, 09 Oct 2026 00:00:00 GMT https://hush.partners/email-and-onchain-names-what-does-not-work-yet https://hush.partners/email-and-onchain-names-what-does-not-work-yet Why staff cannot have an ordinary mailbox at .yourbrand, which parts of email depend on the DNS, and how the DNS domain and the onchain name share the work. Onchain today Thu, 08 Oct 2026 00:00:00 GMT https://hush.partners/getting-a-tld-acquisition-through-procurement https://hush.partners/getting-a-tld-acquisition-through-procurement For the internal sponsor of a TLD purchase: what procurement, legal, finance and security each ask, which document answers them, and the order of approvals. Acquiring Thu, 08 Oct 2026 00:00:00 GMT https://hush.partners/how-a-corporate-treasury-pays-for-an-onchain-tld https://hush.partners/how-a-corporate-treasury-pays-for-an-onchain-tld A treasurer's path from an approved budget to funds in escrow: the paying wallet, approvals, the test transfer, what escrow releases and the audit record. Acquiring Thu, 08 Oct 2026 00:00:00 GMT https://hush.partners/licensees-franchisees-and-names-under-your-tld https://hush.partners/licensees-franchisees-and-names-under-your-tld Which licensees and franchisees get a name under .yourbrand, what the contract should say, who holds the name, and what happens when the license ends. Brand protection Thu, 08 Oct 2026 00:00:00 GMT https://hush.partners/what-an-earlier-creation-date-is-worth https://hush.partners/what-an-earlier-creation-date-is-worth How a holder or valuer should weigh the creation date of an onchain TLD: what the Freename patent says about first registration, and what it does not. Market & ICANN Thu, 08 Oct 2026 00:00:00 GMT https://hush.partners/writing-a-teaser-for-a-tld-without-naming-it https://hush.partners/writing-a-teaser-for-a-tld-without-naming-it How a holder or adviser writes a blind teaser for an onchain TLD: what the page says, what it withholds, and when the string is disclosed. Selling Thu, 08 Oct 2026 00:00:00 GMT https://hush.partners/an-investment-thesis-for-onchain-tlds https://hush.partners/an-investment-thesis-for-onchain-tlds A committee memo on onchain TLDs: the two sources of return, what must be true for each, the risks to write down, and the evidence that would end the thesis. Acquiring Wed, 07 Oct 2026 00:00:00 GMT https://hush.partners/onchain-names-on-a-phone-what-resolves https://hush.partners/onchain-names-on-a-phone-what-resolves What a phone user can do with an onchain name in a wallet app, why the phone browser does not open it, how to test on devices and how to word the mention. Onchain today Wed, 07 Oct 2026 00:00:00 GMT https://hush.partners/staged-payments-and-earn-outs-in-a-tld-sale https://hush.partners/staged-payments-and-earn-outs-in-a-tld-sale Why deferred payment is hard when a TLD moves in one transaction, what an earn-out can be measured on, and the risks a staged price puts on seller and buyer. Selling Wed, 07 Oct 2026 00:00:00 GMT https://hush.partners/two-interested-buyers-running-a-fair-process https://hush.partners/two-interested-buyers-running-a-fair-process A holder with two serious parties for one TLD: equal information, one timetable, a single request for best terms, silence between the two and a clean decline. Selling Wed, 07 Oct 2026 00:00:00 GMT https://hush.partners/what-usd-227000-buys-in-an-icann-application https://hush.partners/what-usd-227000-buys-in-an-icann-application What the expected ICANN evaluation fee covers, which costs sit outside it, and how the cost structure of an onchain TLD differs. For CFOs and counsel. Market & ICANN Wed, 07 Oct 2026 00:00:00 GMT https://hush.partners/when-a-lookalike-name-reaches-your-customers https://hush.partners/when-a-lookalike-name-reaches-your-customers A response procedure for the brand protection lead: triage, evidence, the support script, internal messages, which platforms to notify and what to avoid. Brand protection Wed, 07 Oct 2026 00:00:00 GMT https://hush.partners/acquiring-a-tld-ahead-of-a-product-launch https://hush.partners/acquiring-a-tld-ahead-of-a-product-launch A backward plan for product and brand leads: when to mandate, approach, negotiate, close, activate and test an onchain TLD so it is ready on launch day. Acquiring Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/founder-and-executive-names-onchain https://hush.partners/founder-and-executive-names-onchain How counsel and chiefs of staff handle the personal names of founders and executives onchain: the legal basis, who holds the name, and what happens at exit. Brand protection Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/how-to-write-your-onchain-name-in-brand-guidelines https://hush.partners/how-to-write-your-onchain-name-in-brand-guidelines A chapter for your brand guidelines: spelling and casing of an onchain name, where it may appear, the note that says where it resolves, and limits for agencies. Brand protection Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/measuring-the-use-of-a-tld-from-its-public-record https://hush.partners/measuring-the-use-of-a-tld-from-its-public-record What you can count on the public record of an onchain TLD, what you cannot, and a five-measure framework with a worked example to turn counts into a judgment. Onchain today Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/paying-advisers-and-referrers-at-closing https://hush.partners/paying-advisers-and-referrers-at-closing How one closing payment for an onchain TLD can pay the holder, an adviser and a referrer, what each side must be told, and where conflicts of interest hide. Selling Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/what-a-seller-still-owes-after-closing https://hush.partners/what-a-seller-still-owes-after-closing What the holder who has sold an onchain TLD still owes the buyer: the handover file, names beneath it, silence under the NDA, a bounded period of answers. Selling Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/what-no-renewal-fee-changes-for-a-tld-holder https://hush.partners/what-no-renewal-fee-changes-for-a-tld-holder A Freename TLD has no annual renewal fee. What that removes for a holder, what it leaves in place, and how to budget for and keep track of the asset. Onchain today Tue, 06 Oct 2026 00:00:00 GMT https://hush.partners/does-udrp-apply-to-onchain-tlds https://hush.partners/does-udrp-apply-to-onchain-tlds Why the UDRP does not reach an onchain TLD, what a trademark owner can still rely on, and how the realistic options compare. Brand protection Mon, 05 Oct 2026 00:00:00 GMT https://hush.partners/forget-jerseys-claim-your-esports-name-for-digital-identity-and-brand-power https://hush.partners/forget-jerseys-claim-your-esports-name-for-digital-identity-and-brand-power A jersey shows who you play for. A name under .esports shows who you are, takes payments and outlives a roster change. What it does, and where it stops. Onchain today Mon, 05 Oct 2026 00:00:00 GMT https://hush.partners/trademark-tld-vs-market-tld-sale https://hush.partners/trademark-tld-vs-market-tld-sale A TLD that matches one organization and a TLD that names a sector are sold in different ways. How each sale runs, and what the holder should expect. Selling Sun, 04 Oct 2026 00:00:00 GMT https://hush.partners/how-to-acquire-an-onchain-tld https://hush.partners/how-to-acquire-an-onchain-tld The full path for an organization: finding out what exists, deciding, approaching the holder, agreeing terms and closing in escrow. Acquiring Sat, 03 Oct 2026 00:00:00 GMT https://hush.partners/onchain-brand-impersonation-vectors https://hush.partners/onchain-brand-impersonation-vectors Payment names, wallet names, websites, agent identities and lookalike strings: how a name under your mark can be used, and what to watch. Brand protection Fri, 02 Oct 2026 00:00:00 GMT https://hush.partners/how-onchain-names-resolve https://hush.partners/how-onchain-names-resolve What happens when someone types an onchain name into a wallet or a browser, which software understands it, and the honest limits. Onchain today Thu, 01 Oct 2026 00:00:00 GMT https://hush.partners/who-buys-onchain-tlds https://hush.partners/who-buys-onchain-tlds The organizations that have a reason to acquire an onchain TLD, the people inside them who decide, and what each needs to hear. Selling Wed, 30 Sep 2026 00:00:00 GMT https://hush.partners/trademark-tlds-onchain https://hush.partners/trademark-tlds-onchain What a trademark TLD is, how such names came to be registered, why they are concentrated, and what that means for the organizations concerned. Brand protection Tue, 29 Sep 2026 00:00:00 GMT https://hush.partners/lookalike-onchain-tlds https://hush.partners/lookalike-onchain-tlds Plurals, hyphens, misspellings, group and product names: how to decide which onchain variants of a brand deserve attention. Brand protection Mon, 28 Sep 2026 00:00:00 GMT https://hush.partners/paying-to-a-name https://hush.partners/paying-to-a-name How a payment addressed to a readable name works, what it changes for the payer and the payee, and the checks that still matter. Onchain today Sun, 27 Sep 2026 00:00:00 GMT https://hush.partners/preparing-an-onchain-tld-for-sale https://hush.partners/preparing-an-onchain-tld-for-sale What a serious buyer checks before committing, and what a holder can put in order beforehand: the namespace, the history, custody and paperwork. Selling Sat, 26 Sep 2026 00:00:00 GMT https://hush.partners/onchain-tld-due-diligence https://hush.partners/onchain-tld-due-diligence What to verify before committing: the record, what has been issued under the TLD, its history, the transfer path and your own readiness to hold it. Acquiring Fri, 25 Sep 2026 00:00:00 GMT https://hush.partners/onchain-namespace-audit https://hush.partners/onchain-namespace-audit A working method for legal and brand teams: list the names, read the registry, classify what you find and decide what to do. Brand protection Thu, 24 Sep 2026 00:00:00 GMT https://hush.partners/naming-ai-agents-under-a-tld https://hush.partners/naming-ai-agents-under-a-tld As software agents start to act for organizations, counterparties need to know whose agent they face. What a name under your TLD provides. Onchain today Wed, 23 Sep 2026 00:00:00 GMT https://hush.partners/onchain-top-level-domains-guide https://hush.partners/onchain-top-level-domains-guide What an onchain top-level domain is, how it differs from a DNS TLD, who holds it, how subnames and resolution work, and how TLDs change hands. Onchain today Tue, 22 Sep 2026 00:00:00 GMT https://hush.partners/onchain-tld-portfolio-exit https://hush.partners/onchain-tld-portfolio-exit A holder with many TLDs does not sell them one by one at random. How to group them, sequence them and keep each sale from weakening the next. Selling Mon, 21 Sep 2026 00:00:00 GMT https://hush.partners/custody-of-an-onchain-tld https://hush.partners/custody-of-an-onchain-tld An onchain TLD is a token. Whoever controls the wallet controls the namespace. How an organization should set up custody before the transfer. Acquiring Sun, 20 Sep 2026 00:00:00 GMT https://hush.partners/board-memo-onchain-brand-tld https://hush.partners/board-memo-onchain-brand-tld How a general counsel explains an onchain TLD matching the brand to a board: the issue, the exposure, the options and the decision asked. Brand protection Sat, 19 Sep 2026 00:00:00 GMT https://hush.partners/websites-on-onchain-tlds https://hush.partners/websites-on-onchain-tlds What it means to publish a site to IPFS and point an onchain name at it, who can open it, and what it is good for. Onchain today Fri, 18 Sep 2026 00:00:00 GMT https://hush.partners/dotbrand-applicants-and-the-onchain-twin https://hush.partners/dotbrand-applicants-and-the-onchain-twin For organizations in the application round: how to decide whether to acquire, watch or leave the onchain TLD that carries the same string. Market & ICANN Thu, 17 Sep 2026 00:00:00 GMT https://hush.partners/onchain-tld-pricing-mistakes https://hush.partners/onchain-tld-pricing-mistakes Anchoring on asking prices, pricing the string instead of the buyer, counting revenue that does not exist: the errors that cap a sale. Selling Wed, 16 Sep 2026 00:00:00 GMT https://hush.partners/first-90-days-after-acquiring-a-tld https://hush.partners/first-90-days-after-acquiring-a-tld Securing the TLD, deciding who may issue names, publishing a first presence and putting payments and agents under the name, in a sensible order. Acquiring Tue, 15 Sep 2026 00:00:00 GMT https://hush.partners/trademark-law-and-onchain-names https://hush.partners/trademark-law-and-onchain-names A trademark gives rights against confusing use in commerce. Enforcing them against a token in an anonymous wallet is another matter. Brand protection Mon, 14 Sep 2026 00:00:00 GMT https://hush.partners/managing-a-tld-from-an-ai-assistant https://hush.partners/managing-a-tld-from-an-ai-assistant An AI assistant can now search, register and configure names in a conversation. Which tasks to hand over, and where a human must still approve. Onchain today Sun, 13 Sep 2026 00:00:00 GMT https://hush.partners/history-of-namespaces-outside-the-dns https://hush.partners/history-of-namespaces-outside-the-dns Alternative roots, early blockchain naming and today's onchain registries: what each attempt tried, why most stayed marginal, and what changed. Market & ICANN Sat, 12 Sep 2026 00:00:00 GMT https://hush.partners/subname-revenue-and-tld-value https://hush.partners/subname-revenue-and-tld-value A TLD can earn from the names registered beneath it. How to model that revenue honestly, and how much weight a buyer gives it. Selling Fri, 11 Sep 2026 00:00:00 GMT https://hush.partners/issuance-policy-for-names-under-a-tld https://hush.partners/issuance-policy-for-names-under-a-tld The holder of a TLD decides every name beneath it. A short policy on who may ask, who approves, what is reserved and how a name is withdrawn. Acquiring Thu, 10 Sep 2026 00:00:00 GMT https://hush.partners/banks-and-onchain-tlds https://hush.partners/banks-and-onchain-tlds For financial institutions: why a TLD matching the bank's name matters more than for most brands, and a short list of checks. Brand protection Wed, 09 Sep 2026 00:00:00 GMT https://hush.partners/onchain-tld-valuation https://hush.partners/onchain-tld-valuation What drives the value of an onchain top-level domain: string quality, logical buyers, cleanliness, sector economics and subname revenue. Selling Tue, 08 Sep 2026 00:00:00 GMT https://hush.partners/icann-new-gtld-round-for-brand-owners https://hush.partners/icann-new-gtld-round-for-brand-owners What the application round is, what a dotBrand costs and involves, what happens after the window closes, and what it does not cover. Market & ICANN Mon, 07 Sep 2026 00:00:00 GMT https://hush.partners/name-collisions-dns-and-onchain https://hush.partners/name-collisions-dns-and-onchain The same string can exist as a TLD in the DNS and onchain. What a collision is, who it affects, and why being first is treated as relevant. Market & ICANN Sun, 06 Sep 2026 00:00:00 GMT https://hush.partners/freename-name-collision-patent https://hush.partners/freename-name-collision-patent What U.S. patent 12,401,618 covers, what first registration means in it, what it changes for holders and applicants, and what it does not do. Market & ICANN Sat, 05 Sep 2026 00:00:00 GMT https://hush.partners/approaching-a-tld-holder https://hush.partners/approaching-a-tld-holder Why the identity of the buyer moves the price, how an approach through an intermediary works, and the lines that should not be crossed. Acquiring Fri, 04 Sep 2026 00:00:00 GMT https://hush.partners/onchain-tld-vs-dns-domain https://hush.partners/onchain-tld-vs-dns-domain Ownership, renewal, reach, disputes, transfer, what you can build beneath it: where an onchain TLD and a DNS domain part ways. Onchain today Thu, 03 Sep 2026 00:00:00 GMT https://hush.partners/brand-name-onchain-legal-teams https://hush.partners/brand-name-onchain-legal-teams For general counsel and brand protection teams: what it means when your name exists as an onchain TLD, how to check, and what your options are. Brand protection Tue, 01 Sep 2026 00:00:00 GMT https://hush.partners/digital-asset-escrow-transfer https://hush.partners/digital-asset-escrow-transfer How escrow protects both sides of an onchain TLD sale, and the steps of a clean, verifiable transfer. Acquiring Tue, 25 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-insurers https://hush.partners/onchain-tlds-and-insurers A sector guide for insurers: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Mon, 24 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-energy-companies https://hush.partners/onchain-tlds-and-energy-companies A sector guide for energy companies: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Sun, 23 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-healthcare-providers https://hush.partners/onchain-tlds-and-healthcare-providers A sector guide for healthcare providers: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Sat, 22 Aug 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-music-and-artists https://hush.partners/running-a-market-tld-for-music-and-artists For operators considering a TLD that names music: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Fri, 21 Aug 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-freelancers-and-creators https://hush.partners/running-a-market-tld-for-freelancers-and-creators For operators considering a TLD that names independent work: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Thu, 20 Aug 2026 00:00:00 GMT https://hush.partners/selling-finance-word-tld https://hush.partners/selling-finance-word-tld For holders of a TLD that names a financial activity or product: the logical buyers, the argument that works, and what sets this sale apart. Selling Wed, 19 Aug 2026 00:00:00 GMT https://hush.partners/group-names-brands-and-product-names-onchain https://hush.partners/group-names-brands-and-product-names-onchain A group has a holding name, operating brands and hundreds of products. A way to decide which onchain TLDs matter, and in what order. Brand protection Tue, 18 Aug 2026 00:00:00 GMT https://hush.partners/setting-a-ceiling-for-a-tld-acquisition https://hush.partners/setting-a-ceiling-for-a-tld-acquisition There is no price list. How an organization reasons its way to a maximum it can defend internally, without anchoring on the seller. Acquiring Mon, 17 Aug 2026 00:00:00 GMT https://hush.partners/what-a-resolver-is https://hush.partners/what-a-resolver-is Between a name and an address there is a piece of software that answers the question. What it does, who runs it, and why it matters to an owner. Onchain today Sun, 16 Aug 2026 00:00:00 GMT https://hush.partners/who-governs-onchain-names https://hush.partners/who-governs-onchain-names The DNS has ICANN. Onchain naming has registries, wallets, standards and holders, and no single authority. What that means for an owner. Market & ICANN Sat, 15 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-pharmaceutical-companies https://hush.partners/onchain-tlds-and-pharmaceutical-companies A sector guide for pharmaceutical companies: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Fri, 14 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-sports-clubs https://hush.partners/onchain-tlds-and-sports-clubs A sector guide for sports clubs: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Thu, 13 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-logistics-companies https://hush.partners/onchain-tlds-and-logistics-companies A sector guide for delivery companies: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Wed, 12 Aug 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-sports-fans https://hush.partners/running-a-market-tld-for-sports-fans For operators considering a TLD that names sport: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Tue, 11 Aug 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-cities-and-regions https://hush.partners/running-a-market-tld-for-cities-and-regions For operators considering a TLD that names places: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Mon, 10 Aug 2026 00:00:00 GMT https://hush.partners/selling-short-or-acronym-tld https://hush.partners/selling-short-or-acronym-tld For holders of a very short TLD or an acronym: the logical buyers, the argument that works, and what sets this sale apart. Selling Sun, 09 Aug 2026 00:00:00 GMT https://hush.partners/handling-an-approach-about-your-name https://hush.partners/handling-an-approach-about-your-name A note about an onchain TLD matching your name reaches someone in the organization. Who should handle it, what to verify, and how to answer. Brand protection Sat, 08 Aug 2026 00:00:00 GMT https://hush.partners/acquiring-several-onchain-tlds-together https://hush.partners/acquiring-several-onchain-tlds-together Group name, brands and products are often worth acquiring together. How a multi-name acquisition is structured and what changes. Acquiring Fri, 07 Aug 2026 00:00:00 GMT https://hush.partners/tokens-wallets-and-keys-for-lawyers https://hush.partners/tokens-wallets-and-keys-for-lawyers An onchain TLD is a token in a wallet controlled by keys. Three words that carry legal consequences, explained for lawyers. Onchain today Thu, 06 Aug 2026 00:00:00 GMT https://hush.partners/where-value-sits-tld-and-names-beneath-it https://hush.partners/where-value-sits-tld-and-names-beneath-it In the DNS, value lives in the second-level domain. Onchain, a whole TLD can be held. How value distributes between the two levels. Market & ICANN Wed, 05 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-luxury-houses https://hush.partners/onchain-tlds-and-luxury-houses A sector guide for luxury houses: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Tue, 04 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-universities https://hush.partners/onchain-tlds-and-universities A sector guide for universities: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Mon, 03 Aug 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-fintech-and-payment-companies https://hush.partners/onchain-tlds-and-fintech-and-payment-companies A sector guide for payment companies: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Sun, 02 Aug 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-alumni-and-education https://hush.partners/running-a-market-tld-for-alumni-and-education For operators considering a TLD that names education: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Sat, 01 Aug 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-health-professionals https://hush.partners/running-a-market-tld-for-health-professionals For operators considering a TLD that names health professions: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Fri, 31 Jul 2026 00:00:00 GMT https://hush.partners/selling-non-english-tld https://hush.partners/selling-non-english-tld For holders of a TLD in a language other than English, or in a non-Latin script: the logical buyers, the argument that works, and what sets this sale apart. Selling Thu, 30 Jul 2026 00:00:00 GMT https://hush.partners/handling-an-inbound-offer-for-a-tld https://hush.partners/handling-an-inbound-offer-for-a-tld An unsolicited offer is information as much as an opportunity. How to read it, test it and answer without closing doors. Selling Wed, 29 Jul 2026 00:00:00 GMT https://hush.partners/accounting-for-an-acquired-onchain-tld https://hush.partners/accounting-for-an-acquired-onchain-tld An onchain TLD is an asset held in a wallet. The questions finance and audit will ask, and what to prepare for them. Acquiring Tue, 28 Jul 2026 00:00:00 GMT https://hush.partners/reading-the-public-record-of-an-onchain-tld https://hush.partners/reading-the-public-record-of-an-onchain-tld Anyone can look up an onchain TLD. What the record shows, how to interpret each element, and what it leaves out. Onchain today Mon, 27 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-airlines https://hush.partners/onchain-tlds-and-airlines A sector guide for airlines: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Sun, 26 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-media-groups https://hush.partners/onchain-tlds-and-media-groups A sector guide for publishers: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Sat, 25 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-crypto-exchanges https://hush.partners/onchain-tlds-and-crypto-exchanges A sector guide for crypto exchanges: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Fri, 24 Jul 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-online-communities https://hush.partners/running-a-market-tld-for-online-communities For operators considering a TLD that names online communities: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Thu, 23 Jul 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-events-and-ticketing https://hush.partners/running-a-market-tld-for-events-and-ticketing For operators considering a TLD that names events: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Wed, 22 Jul 2026 00:00:00 GMT https://hush.partners/platform-policies-as-a-lever-for-brand-owners https://hush.partners/platform-policies-as-a-lever-for-brand-owners Courts are slow and far away. The terms of the platforms that record, resolve and trade onchain names are closer. What they can and cannot do for a brand owner. Brand protection Tue, 21 Jul 2026 00:00:00 GMT https://hush.partners/anatomy-of-a-sell-side-mandate https://hush.partners/anatomy-of-a-sell-side-mandate Scope, confidentiality, exclusivity, fee, authority, term: what each clause of a mandate to sell a TLD does, and what a holder should look for. Selling Mon, 20 Jul 2026 00:00:00 GMT https://hush.partners/announcing-an-onchain-tld-or-not https://hush.partners/announcing-an-onchain-tld-or-not After an acquisition, communication is a choice. The case for silence, the case for an announcement, and how to do either well. Acquiring Sun, 19 Jul 2026 00:00:00 GMT https://hush.partners/erc-8004-explained https://hush.partners/erc-8004-explained A draft Ethereum standard proposes how AI agents can be identified, rated and checked across organizations. What it says, and what is still open. Onchain today Sat, 18 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-car-makers https://hush.partners/onchain-tlds-and-car-makers A sector guide for car makers: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Fri, 17 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-game-publishers https://hush.partners/onchain-tlds-and-game-publishers A sector guide for game publishers: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Thu, 16 Jul 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-real-estate https://hush.partners/running-a-market-tld-for-real-estate For operators considering a TLD that names real estate: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Wed, 15 Jul 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-travel https://hush.partners/running-a-market-tld-for-travel For operators considering a TLD that names travel: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Tue, 14 Jul 2026 00:00:00 GMT https://hush.partners/selling-geographic-tld https://hush.partners/selling-geographic-tld For holders of a TLD that names a city, a region or a country: the logical buyers, the argument that works, and what sets this sale apart. Selling Mon, 13 Jul 2026 00:00:00 GMT https://hush.partners/evidence-file-for-an-onchain-name https://hush.partners/evidence-file-for-an-onchain-name What to capture, how and when, so that whatever route you take later, the facts are already in order. Brand protection Sun, 12 Jul 2026 00:00:00 GMT https://hush.partners/staying-anonymous-as-a-tld-holder https://hush.partners/staying-anonymous-as-a-tld-holder Where a holder's identity can surface during a sale, and how a properly run file keeps it out of every exchange. Selling Sat, 11 Jul 2026 00:00:00 GMT https://hush.partners/when-the-holder-says-no https://hush.partners/when-the-holder-says-no A refusal is an answer, not always the last one. What an organization can do next, and what it should not. Acquiring Fri, 10 Jul 2026 00:00:00 GMT https://hush.partners/what-a-dotbrand-is https://hush.partners/what-a-dotbrand-is A dotBrand is a top-level domain in the DNS run by a company for its own use. What that means in practice, and what it costs in obligations. Market & ICANN Thu, 09 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-retailers https://hush.partners/onchain-tlds-and-retailers A sector guide for retailers: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Wed, 08 Jul 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-hotel-groups https://hush.partners/onchain-tlds-and-hotel-groups A sector guide for hotel groups: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Tue, 07 Jul 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-law-firms-and-lawyers https://hush.partners/running-a-market-tld-for-law-firms-and-lawyers For operators considering a TLD that names the legal profession: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Mon, 06 Jul 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-wine-and-spirits https://hush.partners/running-a-market-tld-for-wine-and-spirits For operators considering a TLD that names wine and spirits: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Sun, 05 Jul 2026 00:00:00 GMT https://hush.partners/selling-profession-tld https://hush.partners/selling-profession-tld For holders of a TLD that names a profession or a trade: the logical buyers, the argument that works, and what sets this sale apart. Selling Sat, 04 Jul 2026 00:00:00 GMT https://hush.partners/onchain-names-in-the-brand-protection-budget https://hush.partners/onchain-names-in-the-brand-protection-budget Defensive domains, monitoring, enforcement: budgets are already allocated. How to place onchain names among them without guessing. Brand protection Fri, 03 Jul 2026 00:00:00 GMT https://hush.partners/negotiating-with-a-legal-department https://hush.partners/negotiating-with-a-legal-department When the buyer is an organization, the conversation runs through lawyers. Their pace, their questions and what moves them. Selling Thu, 02 Jul 2026 00:00:00 GMT https://hush.partners/names-for-staff-and-teams-under-a-tld https://hush.partners/names-for-staff-and-teams-under-a-tld An organization that holds its TLD can give names to people, teams and functions. What that is good for, and the rules it needs. Onchain today Wed, 01 Jul 2026 00:00:00 GMT https://hush.partners/what-running-a-dns-tld-involves https://hush.partners/what-running-a-dns-tld-involves Winning a TLD is the start. The technical, contractual and financial duties of a registry operator, in outline. Market & ICANN Tue, 30 Jun 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-telecom-operators https://hush.partners/onchain-tlds-and-telecom-operators A sector guide for telecom operators: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Mon, 29 Jun 2026 00:00:00 GMT https://hush.partners/onchain-tlds-and-consumer-goods-brands https://hush.partners/onchain-tlds-and-consumer-goods-brands A sector guide for consumer goods brands: why a TLD matching the name matters here, where the exposure sits, and a short list of checks. Brand protection Sun, 28 Jun 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-gaming-communities https://hush.partners/running-a-market-tld-for-gaming-communities For operators considering a TLD that names gaming communities: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Sat, 27 Jun 2026 00:00:00 GMT https://hush.partners/running-a-market-tld-for-art-and-galleries https://hush.partners/running-a-market-tld-for-art-and-galleries For operators considering a TLD that names the art market: who would hold a name under it, what they would use it for, and what running it involves. Acquiring Fri, 26 Jun 2026 00:00:00 GMT https://hush.partners/selling-community-tld https://hush.partners/selling-community-tld For holders of a TLD that names an interest, a culture or a community: the logical buyers, the argument that works, and what sets this sale apart. Selling Thu, 25 Jun 2026 00:00:00 GMT https://hush.partners/when-to-leave-an-onchain-tld-alone https://hush.partners/when-to-leave-an-onchain-tld-alone Not every name deserves action. The conditions under which doing nothing is a defensible, documented choice. Brand protection Wed, 24 Jun 2026 00:00:00 GMT https://hush.partners/tax-and-accounting-questions-for-tld-holders https://hush.partners/tax-and-accounting-questions-for-tld-holders A sale has tax and accounting consequences that depend on who you are and where. The questions to put to your adviser before terms are agreed. Selling Tue, 23 Jun 2026 00:00:00 GMT https://hush.partners/verifying-a-counterparty-by-its-name https://hush.partners/verifying-a-counterparty-by-its-name A treasury team that pays to a name needs to know the name belongs to the counterparty. What can be checked, and what still needs a phone call. Onchain today Mon, 22 Jun 2026 00:00:00 GMT https://hush.partners/contention-sets-explained https://hush.partners/contention-sets-explained In an ICANN round, two applicants for the same string cannot both win. How contention is resolved in outline, and the parallel with onchain. Market & ICANN Sun, 21 Jun 2026 00:00:00 GMT https://hush.partners/records-an-onchain-name-can-carry https://hush.partners/records-an-onchain-name-can-carry A name is a label with records behind it: addresses, content, text. What each kind of record does and who should be allowed to change it. Onchain today Sat, 20 Jun 2026 00:00:00 GMT https://hush.partners/privacy-on-a-public-record https://hush.partners/privacy-on-a-public-record An onchain record is open to everyone. What a holder or an organization reveals by holding and using a TLD, and the habits that limit it. Onchain today Fri, 19 Jun 2026 00:00:00 GMT https://hush.partners/trademark-clearinghouse-and-sunrise-explained https://hush.partners/trademark-clearinghouse-and-sunrise-explained In the DNS, trademark owners get a head start when a new TLD opens. How that works in outline, and why onchain registries had no such phase. Market & ICANN Thu, 18 Jun 2026 00:00:00 GMT https://hush.partners/registry-risk-for-tld-holders https://hush.partners/registry-risk-for-tld-holders A token is held by you. Its usefulness depends on a registry, on resolution software and on terms that can change. An honest look at that dependence. Market & ICANN Wed, 17 Jun 2026 00:00:00 GMT https://hush.partners/what-a-buyer-map-is https://hush.partners/what-a-buyer-map-is Before any approach, someone has to work out who could buy, who inside decides, and in what order to ask. That work has a name. Selling Tue, 16 Jun 2026 00:00:00 GMT https://hush.partners/one-name-several-blockchains https://hush.partners/one-name-several-blockchains A single name can stand for different addresses on different networks. How that works, and the mistakes it invites. Onchain today Mon, 15 Jun 2026 00:00:00 GMT https://hush.partners/ai-agents-that-pay-and-get-paid-under-a-name https://hush.partners/ai-agents-that-pay-and-get-paid-under-a-name When a software agent sends or receives money for an organization, the counterparty must know whose agent it is. Where names fit, and what is unsettled. Onchain today Sun, 14 Jun 2026 00:00:00 GMT https://hush.partners/geographic-names-lessons-from-the-dns https://hush.partners/geographic-names-lessons-from-the-dns City, region and country names were among the most contested strings in the DNS. The questions they raised return onchain, without the process. Market & ICANN Sat, 13 Jun 2026 00:00:00 GMT https://hush.partners/interoperability-between-naming-systems https://hush.partners/interoperability-between-naming-systems The DNS and several onchain systems each have their own names. Why making them work together is hard, and what coexistence looks like meanwhile. Market & ICANN Fri, 12 Jun 2026 00:00:00 GMT https://hush.partners/terms-of-a-tld-sale-explained https://hush.partners/terms-of-a-tld-sale-explained Price is one line. Validity, what is included, what each side declares, how closing runs: the terms that decide whether a sale completes. Selling Thu, 11 Jun 2026 00:00:00 GMT https://hush.partners/lookalike-characters-in-onchain-names https://hush.partners/lookalike-characters-in-onchain-names Some characters look identical and are not. What homoglyphs are, why names are exposed to them, and how organizations and users reduce the risk. Onchain today Wed, 10 Jun 2026 00:00:00 GMT https://hush.partners/testing-a-name-before-you-publish-it https://hush.partners/testing-a-name-before-you-publish-it Before a payment name or a site goes on your letterhead, it should be tested where customers will use it. A short test plan. Onchain today Tue, 09 Jun 2026 00:00:00 GMT https://hush.partners/abuse-handling-in-the-dns-and-onchain https://hush.partners/abuse-handling-in-the-dns-and-onchain In the DNS a registrar or registry can suspend a name. Onchain, the levers are different and fewer. A comparison for people who have to respond to abuse. Market & ICANN Mon, 08 Jun 2026 00:00:00 GMT https://hush.partners/regulation-questions-around-onchain-names https://hush.partners/regulation-questions-around-onchain-names Consumer protection, intellectual property, financial rules, data: several bodies of law touch onchain names. The questions, not the answers. Market & ICANN Sun, 07 Jun 2026 00:00:00 GMT https://hush.partners/when-not-to-sell-a-tld https://hush.partners/when-not-to-sell-a-tld Selling is one option among several. The situations in which holding, operating or waiting serves a holder better. Selling Sat, 06 Jun 2026 00:00:00 GMT https://hush.partners/names-under-a-tld-when-it-changes-hands https://hush.partners/names-under-a-tld-when-it-changes-hands A TLD can carry names issued to other people. When the TLD is sold, those names raise questions for the seller, the buyer and the people who hold them. Onchain today Fri, 05 Jun 2026 00:00:00 GMT https://hush.partners/a-shared-suffix-or-a-tld-of-your-own https://hush.partners/a-shared-suffix-or-a-tld-of-your-own Some systems give everyone a name under one common ending. Others let you hold the ending itself. What separates the two models for an organization. Onchain today Thu, 04 Jun 2026 00:00:00 GMT https://hush.partners/lessons-from-the-domain-aftermarket https://hush.partners/lessons-from-the-domain-aftermarket Brokers, escrow, quiet sales and public auctions: the DNS aftermarket built its practices by trial and error. Which lessons carry over to onchain TLDs. Market & ICANN Wed, 03 Jun 2026 00:00:00 GMT https://hush.partners/the-case-against-onchain-tlds https://hush.partners/the-case-against-onchain-tlds Limited resolution, no central authority, registry dependence, thin markets: the objections to onchain TLDs are real. Each one, and how far it goes. Market & ICANN Tue, 02 Jun 2026 00:00:00 GMT https://hush.partners/selling-a-tld-with-names-already-issued https://hush.partners/selling-a-tld-with-names-already-issued Names already issued under a TLD complicate its sale. What a buyer sees, the options a holder has, and how to present the situation. Selling Mon, 01 Jun 2026 00:00:00 GMT https://hush.partners/browser-extensions-that-resolve-onchain-names https://hush.partners/browser-extensions-that-resolve-onchain-names A browser does not open an onchain name without help. What a resolving extension does, what it can see, and the questions an IT team should ask. Onchain today Sun, 31 May 2026 00:00:00 GMT https://hush.partners/losing-access-to-a-tld https://hush.partners/losing-access-to-a-tld There is no helpdesk for a lost key. How access to a TLD is lost, what can and cannot be recovered, and the measures that make the question moot. Onchain today Sat, 30 May 2026 00:00:00 GMT https://hush.partners/what-the-applied-for-strings-list-tells-a-brand https://hush.partners/what-the-applied-for-strings-list-tells-a-brand When ICANN publishes the strings applied for, brand owners learn who wants what. How to read the list, whether you applied or not. Market & ICANN Fri, 29 May 2026 00:00:00 GMT https://hush.partners/what-makes-a-naming-system-last https://hush.partners/what-makes-a-naming-system-last Names are only worth holding if the system endures. The conditions that have made naming systems durable, and how to assess one. Market & ICANN Thu, 28 May 2026 00:00:00 GMT https://hush.partners/succession-planning-for-tld-holders https://hush.partners/succession-planning-for-tld-holders A TLD held in a wallet only you can open disappears with you. What a holder should arrange so that heirs or partners can act. Selling Wed, 27 May 2026 00:00:00 GMT https://hush.partners/ipfs-and-content-addressing-explained https://hush.partners/ipfs-and-content-addressing-explained Content addressing finds a file by what it contains, not where it sits. What that gives a publisher, what it does not, and the myths to drop. Onchain today Tue, 26 May 2026 00:00:00 GMT https://hush.partners/how-a-new-gtld-application-is-evaluated https://hush.partners/how-a-new-gtld-application-is-evaluated After the window closes, each application is examined. What evaluators look at in general terms, and what it means for a brand waiting on the result. Market & ICANN Mon, 25 May 2026 00:00:00 GMT https://hush.partners/what-the-applied-for-strings-list-tells-a-holder https://hush.partners/what-the-applied-for-strings-list-tells-a-holder A holder may find that an organization has applied in the DNS for the string they hold onchain. What that changes, and how to behave. Market & ICANN Sun, 24 May 2026 00:00:00 GMT https://hush.partners/how-software-decides-which-names-to-support https://hush.partners/how-software-decides-which-names-to-support Whether a name works depends on decisions made by the teams behind wallets and browsers. What drives those decisions. Market & ICANN Sat, 23 May 2026 00:00:00 GMT https://hush.partners/selling-a-tld-held-by-several-people https://hush.partners/selling-a-tld-held-by-several-people Partners, a company, a group of friends: when several people stand behind one TLD, a sale needs their agreement and one voice. Selling Fri, 22 May 2026 00:00:00 GMT https://hush.partners/what-an-onchain-name-proves https://hush.partners/what-an-onchain-name-proves A padlock, a verified badge, a name under your TLD: each tells a user something different. What each proves, and to whom. Onchain today Thu, 21 May 2026 00:00:00 GMT https://hush.partners/objections-and-rights-protection-in-an-icann-round https://hush.partners/objections-and-rights-protection-in-an-icann-round A new TLD can be challenged before it exists. The kinds of objection in outline, who can raise them, and the contrast with onchain. Market & ICANN Wed, 20 May 2026 00:00:00 GMT https://hush.partners/pricing-in-a-market-without-comparables https://hush.partners/pricing-in-a-market-without-comparables Onchain TLDs trade rarely, privately and one at a time. How value is established in such markets, with lessons from other thin markets. Market & ICANN Tue, 19 May 2026 00:00:00 GMT https://hush.partners/choosing-an-intermediary-to-sell-a-tld https://hush.partners/choosing-an-intermediary-to-sell-a-tld An intermediary will speak in your place to people you will never meet. The questions that tell a serious one from the rest. Selling Mon, 18 May 2026 00:00:00 GMT