Crossref’s Brand Conundrum
Current guidelines go unenforced as the DOI brand acquires unintended aspects
Brands and trust markers can form unexpectedly. You have to know to look for them and what they might represent.
You need to put on your brand hat.
Whether they wanted to or not, Crossref has created a trust marker in scientific publishing with its distinctive identifier configuration and the mystical designation of “DOI.”
Now, they have to decide what to do about it.
How Did the DOI Become a Brand?
Crossref is not the only DOI provider, but it is the dominant provider in scientific and scholarly publishing. Crossref’s most iconic branding element is the 10.xxxx/xxxxxxxx configuration, often as part of a URL (https://doi.org/10.xxxx/xxxxxxxx).
- The 10.xxxx is not unique, but the inclusion of the “https://” is something unique to Crossref, as it does not comply with The DOI Handbook and its recommendations.
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