Consumers don’t mind when companies use misspelled words – think Lyft for “lift” or Froot Loops for “fruit loops” – as their brand names, as long as the alterations aren’t too extreme and the misspelling makes sense.
Those are the main findings of a new peer-reviewed paper I published with fellow marketing scholar Leah Warfield Smith. This builds on previous work that found that using misspelled brand names usually backfires.
