Recent comments in /f/science

jasongw t1_jbd84d4 wrote

Reply to Consumers respond less positively to new products when their brand names use unconventional spellings of real words, like “Klear” instead of “Clear.” Findings showed that consumers saw these names as indicating the brand was less honest, down-to-earth and wholesome. by geoff199

I don't see it as any of those factors. I just see it as lazy, failed attempts at being creative. "Look at me, I can spell a word wrong but it still sounds the same, see how clever I am?"

It's not clever. It's lazy. It's cheap. It's dumb.

330

awidden t1_jbd6cdd wrote

Reply to Consumers respond less positively to new products when their brand names use unconventional spellings of real words, like “Klear” instead of “Clear.” Findings showed that consumers saw these names as indicating the brand was less honest, down-to-earth and wholesome. by geoff199

So we tend to think less of misspelled words in brand names. I'm not surprised.

We think less of people who can't spell correctly, and don't recognise the difference between "its" and "it's", etc.

Or if they use a weird slang.

At least after the first 20-some years of our life most of us do. :)

I think it should have been obvious to the brands a long time ago. But then these things are created by people who work in marketing, and those aren't always the sharpest tools in the shed.

8

Sparktank1 t1_jbd1szc wrote

Reply to comment by dblack246 in Consumers respond less positively to new products when their brand names use unconventional spellings of real words, like “Klear” instead of “Clear.” Findings showed that consumers saw these names as indicating the brand was less honest, down-to-earth and wholesome. by geoff199

Made of only baby chicks. Hence Chick part.

When all the male chicks get culled, they get a top hat and cane to do a little dance before they get turned into sandwiches.

15

dblack246 t1_jbcvmdv wrote

Reply to Consumers respond less positively to new products when their brand names use unconventional spellings of real words, like “Klear” instead of “Clear.” Findings showed that consumers saw these names as indicating the brand was less honest, down-to-earth and wholesome. by geoff199

Burger King used to have (or maybe they still do) a sandwich called the "Chick'n Crisp". The unconventionally spelled food item promoted my wife to joke "We never said there was chicken in this."

That observation dissuaded me from buying one.

190