When Johnny Cash sung A Boy named Sue, he knew the value of a name. I thought of Johnny Cash, when I was reading danah boyd’s blog. danah talked about her new car and the way she named it and I thought about my first ride.
My first car was a dilapidated Fiat 500 called Tia (because the car skated around a wet road in a similar manner to the girls in high heels that used to drink too many Tia Maria cocktails in the wine bar I used to DJ in during the week.) I had various company and personal vehicles over the next few years, the highlight being a company Unimog pick-up called Beverley after an ex-girlfriend.
My MacBook Pro has a name (Toshiro after Toshiro Mifune), but my iPod doesn’t since I seem to go through them before I get attached to them. Which got me thinking, naming a thing: a car, my Mac is about a recognition of a deep relationship with an immersive experience. A relationship that makes you tolerant to look over the bad things and focus on the good things. For instance, Tia’s handling weren’t a death trap, but more like an extreme sport.
Despite all the hoopla, you still don’t have that kind of relationship with your facebook page or your flickr account. Now, you could argue that facebook is a channel rather than experience that you can develop an attachment/relationship with. But then a car at its is just a personal channel in the physical world. But like the web it can be the vehicle to personal freedom and adventure. So the problem for the pet name website must be in the user experience, depth of engagement and experience.
Being able to tap into the consumer’s psyche wouldn’t only benefit a sites web traffic numbers but also benefit the marketer in deepening their relationship with the client. And unlike the car radio, every interaction has an answer-and-call mechanism behind it, allowing a virtuous marketing circle to develop. This also offers the opportunity to square the circle between transactional marketing typified by online campaigns and brand marketing which happens to various degrees in traditional mar.coms elements like PR, design and advertising as well as all customer-facing aspects of a business.