Peter Funt writes a NY Times op-ed on Hillary Clinton's calculatedname strategy in her Hillary for President campaign. As he notes, you don't see any "John!" bumper stickers.
The real genius in Mrs. Clinton’s approach is that it trumps Senator Barack Obama. He can’t possibly win with a “Barack for President” site. The only thing less compelling would be a site that made use of his middle name: Hussein for President.
If nothing else, Mrs. Clinton has shifted attention away from the nagging question of whether America is ready for a female president. She clearly prefers to have voters wonder whether America is ready for a president who wishes to be known exclusively by her first name.