Jean Guillon is a new gTLD consultant experienced as a Registrant, a Registrar and a Registry, with a vast knowledge working for retail and corporate accredited Registrars, Trademarks, generic and .BRAND Registries. "Going beyond new gTLDs" is my motto for the next Round of the ICANN new gTLD program. With so many lessons learnt from the first new gTLD application Round in 2012 and a very good knowledge of the real numbers, I like to sit in the chair of the people I offer consulting services to with that very simple question: "what would I do with your money if I were you?" According to a project, there are specific mandatory service providers to work with: a .BRAND domain name extension is not the same as a generic, a community or a geographic Top-Level Domain project.