Domain Name Wire Podcast The challenges of misspelled brand names – DNW Podcast #550
Sep 1, 2025
Leah Smith, an Assistant Professor at the Walton College of Business, dives into the intriguing world of misspelled brand names. She discusses how these typos can influence consumer perceptions and decision-making. The podcast reveals why some misspellings detrimentally impact brand image and explores creative spelling as a unique branding strategy. Smith also highlights research showing that certain misspelled names can both confuse and attract consumers, emphasizing the fine line brands walk between creativity and clarity.
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Common Creative Spelling Strategies
- Letteronyms, portmanteaus and phonetic spellings are common strategies that change familiarity.
- Brands like Toys R Us, FedEx and Fruit Loops show how different strategies shape recognition.
Quantifying Misspelling Difficulty
- Leah used an orthographic-similarity metric to quantify how close misspellings are to correct words.
- The measure weights letter position and other factors, so first letters and missing consonants matter more.
Test Fluency And Purchase Intentions
- Measure both processing fluency and purchase intentions when testing a misspelled brand name.
- Ask participants how easy the name is to read and how likely they would be to consider buying from that brand.