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It’s been five years since Halfway, Ore., in a desperate attempt to lure tourists, submitted to an Internet company’s publicity stunt and agreed to be renamed Half.com. In the year following, Half.com celebrated by officially becoming the poorest town in Oregon and opening its first funeral home. Despite that cautionary tale, marketers keep making the same mistake. In 2002, Jeff Manning, the milk-board guy, thought it would be cool if Biggs, Calif., would agree to become Got Milk?, Calif.
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