What do Lyft and Krispy Kreme have in common? This—and consumers hate it

Here’s a hint: Tumblr is another one.

We’ve long seen that certain companies like to innovate with the English language by misspelling brand names—arriving at names like Lyft and Tumblr. But new research published in the Journal of Marketing finds that consumers are actually less likely to choose brands with cleverly misspelled names.

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