Check out the new article from EnCirca’s Tom Barrett on Circleid called: You Just Signed a Registry Contract with ICANN. What Are Your Plans?”
Key points are that new gTLD’s are more than just keywords. They need to be treated as brands by their operators. This requires a sales and marketing plan to ensure the marketplace understands why a particular TLD stands out from all the rest.
This messaging is needed not only for potential domain name registrants, but also for end-users as well as the distribution channel that the TLD operator hopes will sell their TLD.