In this day and age bragging about having hypelocal-anything is all the rage. While we agree that hyper local is important the part that most miss about it is that local is always tied to a name.
If you don't have a name that reflects the communities name the chance of building a corresponding community online is very slime. I have watched very one from AOL ~ Microsoft (with all manner of folks trying it now) and they are all doing the same thing-- attaching their name to every community.
So take our 14 years of building Communities Online for what it's worth and dont make the community come to your name bring theirs to them.
BTW Guess who own really owns the Hyper Local Communities market. Hint. Just look to the Cloud.