Real friends Tickle: Emode, the premier web destination for personality tests and matchmaking, hired us to name their new social network product. If the name we produced was well-loved, the plan was to migrate it from a product name to the name for the entire company. The fast emerging and highly competitive social network sector was populated with mostly descriptive names, such as Friendster, Friendspot, people2people, Six Degrees, Zero Degrees, Everyone's Connected, ITSNOTWHATYOUKNOW and Visible Path. Other names include Rhyze and Huminity, which defy rhyme, reason and classification.
As always, we were looking for the one name that worked on as many levels as possible. So the name had to be able to tie together all aspects of Emode's business, including the seemingly disparate activities of IQ tests and romantic matchmaking. We had to develop a brand name that made sense for intellectual pursuits, dating and social networking. Tickle works for all three: Tickle you Brain, Tickle your Mate, Real Friends Tickle.
Beyond the practical considerations, the new name had to be:
And of course, on top of all that the name had to be available from both a trademark and a domain name perspective. After carefully considering every possibility in every known language, it became clear that Tickle was the perfect name.
Here is a sampling of some of the many contextual support images created during the course of the Tickle project (images have been blurred to respect photo rights):
Tickle was aquired by Monster.com and ultimately closed, its content absorbed into another Monster aquisition, Affinity Labs, which builds online communities.