When it comes to building a brand, the safest choice is often the simplest one: use the correct spelling. Yet in today’s competitive landscape, many businesses deliberately choose creative misspellings. Sometimes the perfect domain name isn’t available. Other times, a trademark conflict pushes founders toward alternative spellings.
A new academic study published in the Journal of Consumer Research by Leah Warfield Smith (University of Arkansas) and Annika Abell (University of Tennessee) provides fresh insight into how consumers react to misspelled brand names—and which types are more effective than others.
Types of Misspellings Tested
The researchers examined consumer perceptions across nine categories of brand-name misspellings, including:
• Simple compounds (e.g., AutoZone)
• Phonetic tweaks (e.g., Froot Loops)
• Abridgments (e.g., Crumbl)
• Alphanumerics (e.g., Timbuk2)
• Leetspeak (e.g., E11EVEN)
The results revealed that processing fluency—how easily people recognize and understand a name—drops as spellings drift further from the norm. Simple compounds and phonetic adjustments are easier for consumers, while abridgments and leetspeak tend to confuse or alienate them.
How to Make Misspellings Work
Interestingly, the study found that not all misspellings are harmful. In fact, there are strategies to soften the negative effects:
• Align the misspelling with the product itself (e.g., the two “o”s in Froot Loops resemble the cereal).
• Use portmanteaus to create fresh meaning (e.g., Instagram = instant + telegram).
• Incorporate visual or graphical elements that reinforce recognition.
Time and Familiarity Matter
Over time, consumers often adapt to unusual spellings. Brands like Lyft or Flickr are no longer seen as “misspelled”—they’ve simply become part of everyday language.
Key Takeaway
If your brand strategy calls for a creative spelling:
• Keep it close to the original word.
• Add meaning or context that makes sense to the consumer.
• Reinforce it with design, repetition, and marketing.
With the right approach, even a misspelling can evolve into a powerful and memorable brand.