Consulting agency FairWinds Partners has moved its website to its own dot-brand domain, .FAIRWINDS – a notable step for a firm that has advised the world’s leading companies on building and protecting their digital identity since 2006. With over 250 clients, including major brands like Pfizer, Nike, American Express, and Major League Baseball, FairWinds managed 133 applications in ICANN’s first New Generic Top-Level Domain (gTLD) Program round.
Though its .FAIRWINDS domain was delegated as far back as November 2015, the company only recently migrated from fairwindspartners.com to home.fairwinds. According to Domain Gang, FairWinds Partners founder Josh Bourne says the shift reflects the company’s confidence in the future of dot-brands, while Vice President Tom Wells highlights their benefits: enhanced control, security, and instant proof of authenticity for visitors.
Apparently, it took FairWinds Partners nearly 10 years to arrive at these conclusions. The delayed adoption raises questions, but timing may explain it. With ICANN’s next gTLD application window just around the corner, many companies are showing interest in dot-brands, making FairWinds’ move an effective practical demonstration to attract potential clients.
