What I was referring to was what CAN DGO stand for.
If I was just to say or use LAL.mobi, what would that tell the user? Nothing.
But if the theme (perhaps a better choice of words although sometimes interchangable with the word "branding" in this case) was LA Living, then the user will eventually know it as LAL.
Kentucky Fried Chicken is now KFC. I know, I know...that is entirely something different but they use KFC now for a reason...easier to say, easier to remember, easier to spell (dah) and it can be said many more times in a 30 second or 60 second radio or TV spot than Kentucky Fried Chicken. I am simply using this as one of many possible examples. And isn't KFC.com a heck of a ot easier than typing in KentuckyFriedChicken.com?
San Diego on the Go, Go Diego, Diego Go...Themes, Branding...telling the user what DGO stands for...telling the user what LAL is all about. Right now they mean nothing.
What is CJ? It's Commission Junction but we just put in CJ.com. In time that is how we all will end up knowing the site and (hopefully) that is how users will end up knowing what DGO.mobi and LAL.mobi is.
Make the domain mean something in the minds of the people. They will get it.