In an economic time where the return on any investment must justify the risk and cost investment, and global brand protection is more important than ever, project leaders inside corporations will welcome the strategies to be uncovered in Rewiring the Internet to know how to respond to the coming changes in the new frontier. This book is written for executives and branding professionals to give them the tools to address important issues their company will face when creating new brands or derivative brands, as well as protecting their existing brands in a global changing Internet landscape. This book will be written in their language to show them how to increase the value and success of their campaigns within the new generation of the Internet. The authors have teamed up with VeriSign (the largest registry operator of domain names, holding the rights to . com ) in this project. VeriSign can offer access and assistance in research and gathering critical information about Internet usage and anticipated changes, as well as making connections for important interviews in this book. The authors will interview high level executives from the world's leading companies, managing directors of venture capital firms, technical specialists, leaders from ICANN and other independent organizations involved in branding and intellectual property, SEO specialists, leaders from advertising and branding agencies to identify what's trending as this next big wave approaches.