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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First Encounters With Misspellings
- Leah first noticed intentional misspellings when she saw a dog boarding business with an obvious spelling error.
- She later avoided a daycare with a misspelled name because it reduced her trust in their competence.
Compound Names Are Misspellings Too
- Compound names join two valid words without a space and still register as a misspelling.
- Examples include AutoZone and Goodyear where correct words are simply mashed together.
Misspelling Types Vary By Severity
- Misspelling types range from minor (extra letters) to foreign-character substitutions.
- The further a name deviates from standard spelling, the harder it is to process.