Misspelling for Profit
I’m not a fan of brand names like this…
…that intentionally misspell words. The stickler in me automatically thinks less of a brand that uses this tactic. But judging by the number of brands that do it, the benefits must outweigh the costs.
For example, if we do an English-only Google search for that classic of commercial misspelling, “kwik,” we get 1,330,000 pages. Gracing the top ten are:
| Name | Description |
|---|---|
| Kwik-Fit | “experts in tyres, exhausts, brakes and MoT testing” |
| KwikGoal | portable, quick-to-assemble soccer goals |
| KWIK·SEW | “has over 850 fashion patterns for the entire family” |
| Kwik Trip | convenience store chain |
| Kwik-Site | “makers of scope mounts for your rifle or shotgun, using a superior grade of aluminum alloy” |
| Kwik Kopy | “offers franchise opportunity in business office services stores” |
| Kwik | ski and snowboard accessories |
| Ac-U-Kwik | “your global resource for aviation information” |
| Kwik Lok | “is to the plastic bag what the screw top cap is to bottled beverages” |
| Kwik Kerb | “continuous concrete curbing and landscape edging” |
Maybe it’s just me, but the name “Kwik Kerb” does not inspire confidence as the optimal choice in continuous concrete curbing and landscape edging.
That said, if a product is good enough, I can be won back over.