Ever wonder why some brands decide to get creative with their spellings? Think "Lyft" instead of "Lift", or "Tumblr" in place of "Tumbler". In a world saturated with brands, it's tempting to stand out with a funky spelling. But does this strategy actually work?
In this episode of Marketing Science Lab, we dive deep into a fascinating 2023 Journal of Marketing article, "Choosing the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names", to uncover the surprising psychological impact of unconventional brand names (Costello, 2024).
Unconventional Spellings Can Signal a Lack of Sincerity
It turns out, our brains are hardwired to be a bit suspicious of brands that use unconventional spellings. We tend to see these quirky spellings as a deliberate attempt to persuade us, triggering our “persuasion knowledge”. This can make the brand appear less sincere and ultimately less trustworthy.
The research highlighted in the podcast episode backs this up with concrete evidence. For example, one study found that people were less likely to choose a brand with an unconventional spelling when faced with a lot of options – like standing overwhelmed in the cereal aisle. Our brains are already working overtime to process all those choices, and an unusual spelling just adds another layer of cognitive load.
Even more striking, people were willing to pay less for gift cards from brands with unconventional spellings, even though it's essentially like holding cash. This speaks volumes about how deeply unconventional spellings can impact our perceived value of a brand.
Exceptions to the Rule: When Unconventional Spellings Work
But before you ditch your dream of a "Kwik" and "Ezy" brand name, there are some key exceptions where unconventional spellings can actually be effective:
Crowdsourced Names: When a brand's name comes directly from its community, it doesn't feel like a calculated marketing ploy. It feels authentic. It becomes a shared language, strengthening the bond between the brand and its audience. In these cases, the unconventional spelling can become a badge of honor, a symbol of belonging.
Experience-Focused Brands: For products or services heavily focused on experience, a memorable name – even an unconventional one – can be a real asset. The researchers used the example of an ice bar in Las Vegas called "Xtra Chilld Lounge". In a place like Vegas, where everyone is looking for something unique and unforgettable, that memorability becomes marketing gold.
The Key Takeaway: Authenticity is Everything
The most important lesson here is that it's not just about the spelling itself, but how that spelling aligns with the overall brand experience and the message you're trying to send. A quirky spelling might work for a trendy brand targeting a younger demographic, but it could backfire if you’re selling financial services where trust and stability are paramount.
Ultimately, the success of an unconventional spelling comes down to finding the sweet spot where it feels authentic to your brand and resonates with your target market. And that’s not always easy to do. If you choose to go down the unconventional route, you better have a good origin story ready to go!
Consumers are smart, and they can sniff out inauthenticity a mile away. It's about understanding the nuances, weighing the risks and rewards, and making a strategic decision that aligns with your overall brand strategy.
Interactive Study Guide: https://quizlet.com/study-guides/the-impact-of-unconventional-brand-spellings-936c8349-0b0c-4d6f-86d1-9407bb5c625f?i=3i62em&x=13qt
Source:
Costello, J. P., Walker, J., & Reczek, R. W. (2023). “Choozing” the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names. Journal of Marketing, 87(6), 889-905. https://doi.org/10.1177/00222429231162367
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