Connect with us

The Knowledge

Misspelled names may give brands a Lyft – if the spelling isn’t too weird

Published

on

Misspelled
Misspelled brand names can be catchy – but don’t always connect with consumers. AP Photo/David Zalubowski

Misspelled names may give brands a Lyft – if the spelling isn’t too weird

Annika Abell, University of Tennessee Consumers don’t mind when companies use misspelled words – think Lyft for “lift” or Froot Loops for “fruit loops” – as their brand names, as long as the alterations aren’t too extreme and the misspelling makes sense. Those are the main findings of a new peer-reviewed paper I published with fellow marketing scholar Leah Warfield Smith. This builds on previous work that found that using misspelled brand names usually backfires. Misspelled brand names like Kool-Aid, Reddi-wip and Crumbl seem to be everywhere. They are especially common in the names of smartphone apps and in certain industries, like fashion. Companies often do this to stand out or perhaps so they can use the misspelled word as their domain name. Despite their popularity, we know little about how consumers respond to different types of misspelled names, especially when those names deviate significantly from correct or standard spelling. Our study aims to fill this gap. In a series of six experiments, we tested consumer reactions to fictional and several real brand names with varying levels and types of misspellings. Mild misspellings, such as combining two real words such as SoftSoap were perceived just as positively as correctly spelled names. When consumers saw different levels of misspellings – consider the brand names Eazy Clean, Eazy Klean and Eezy Kleen – they reacted more negatively the further the name deviated from the correct spelling “easy clean.” However, we also found that relevance matters. A misspelled name that aligns with the product or brand identity can still be successful. For example, consumers responded just as well to Bloo Fog – a playful nod to Oolong tea – as to the correctly spelled “blue fog.” In contrast, Blewe Fog – a misspelling without a linguistic connection to the product’s name – performed worse. Other experiments showed similar, more positive effects when the name related to the owner’s identity, for example Sintymental Moments by Joe Sinty, or a visual cue as in Toadal Fitness with a toad logo. In each case, the misspelling was more acceptable when it made conceptual sense to consumers.

Why it matters

The findings suggest that two main concepts play a role in how consumers process brand names: linguistic fluency – or how easily a name is pronounced and read – and conceptual fluency – how easily the meaning of a name is understood or how well it aligns with the product. Linguistic fluency decreases with more severe misspellings, resulting in more negative responses. But if the misspelling adds some kind of meaning – related to the product, person or logo – these adverse effects can be easily mitigated. For marketers and brand strategists, the takeaway is that misspellings can work, but only when they make sense. Naming a tea brand Bloo Fog might succeed where Blewe Fog fails, but only if consumers understand the name-product connection. Understanding when a misspelling helps or hurts a brand is crucial to crafting the right brand name; ideally, one that can be perceived positively while reaping the benefits of misspellings, such as increased memorability, uniqueness or trademark acquisition.

What still isn’t known

While this research uncovers how consumers react to different types of misspellings, it leaves open important questions about long-term effects. For example, do consumers still notice the misspelling in a 60-year-old brand name like Kwik Trip, a convenience store chain in the Midwest? We also do not know how the effects of misspellings play out across different languages, cultures or product categories. The Research Brief is a short take on interesting academic work. Annika Abell, Assistant Professor of Marketing, University of Tennessee This article is republished from The Conversation under a Creative Commons license. Read the original article.

Author


Discover more from Daily News

Subscribe to get the latest posts sent to your email.

Continue Reading
Advertisement Sports Research

The Knowledge

Century City: From Hollywood Backlot to Business Hub

Century City, originally part of 20th Century Fox’s backlot, transformed into a prominent business district in Los Angeles during the 1950s amid the decline of cinema. Developer William Zeckendorf envisioned a mixed-use urban center, leading to iconic skyscrapers and establishing the area as a hub for law, finance, and media, blending Hollywood history with modern business.

Published

on

Before Century City became one of Los Angeles’ premier business districts, it was part of 20th Century Fox’s sprawling backlot, used for filming movies and housing studio operations. By the 1950s, as television rose and movie attendance declined, 20th Century Fox faced financial challenges and decided to sell a portion of its land.

Discover the origin of Century City, where 20th Century Fox’s historic backlot transformed into one of Los Angeles’ premier business districts. Explore how Hollywood history shaped LA’s modern skyline.
Traffic On 405 Freeway In LA With Century City In The Background

Developer William Zeckendorf envisioned a “city within a city”—a modern, mixed-use urban center with office towers, hotels, and entertainment facilities. Branded Century City, the name paid homage to its studio roots while symbolizing LA’s vision for the future.

The first skyscrapers, including the Gateway West Building, set the tone for the district’s sleek, futuristic skyline. Architects like Welton Becket and Minoru Yamasaki helped shape Century City’s iconic look. Over time, it evolved from Hollywood’s backlot to a corporate and legal hub, attracting law firms, financial institutions, and media companies.

Today, Century City stands as a testament to Los Angeles’ postwar optimism, westward expansion, and multi-centered urban growth—a unique blend of Hollywood history and modern business.


Related STM Daily News Links:

Dive into “The Knowledge,” where curiosity meets clarity. This playlist, in collaboration with STMDailyNews.com, is designed for viewers who value historical accuracy and insightful learning. Our short videos, ranging from 30 seconds to a minute and a half, make complex subjects easy to grasp in no time. Covering everything from historical events to contemporary processes and entertainment, “The Knowledge” bridges the past with the present. In a world where information is abundant yet often misused, our series aims to guide you through the noise, preserving vital knowledge and truths that shape our lives today. Perfect for curious minds eager to discover the ‘why’ and ‘how’ of everything around us. Subscribe and join in as we explore the facts that matter.  https://stmdailynews.com/the-knowledge/


Discover more from Daily News

Subscribe to get the latest posts sent to your email.

Continue Reading

The Knowledge

How a 22-year-old George Washington learned how to lead, from a series of mistakes in the Pennsylvania wilderness

This Presidents Day, I’ve been thinking about George Washington − not at his finest hour, but possibly at his worst.

Published

on

How a 22-year-old George Washington learned how to lead, from a series of mistakes in the Pennsylvania wilderness
A young George Washington was thrust into the dense, contested wilderness of the Ohio River Valley as a land surveyor for real estate development companies in Virginia. Henry Hintermeister/Public domain via Wikimedia Commons

Christopher Magra, University of Tennessee

This Presidents Day, I’ve been thinking about George Washington − not at his finest hour, but possibly at his worst.

In 1754, a 22-year-old Washington marched into the wilderness surrounding Pittsburgh with more ambition than sense. He volunteered to travel to the Ohio Valley on a mission to deliver a letter from Robert Dinwiddie, governor of Virginia, to the commander of French troops in the Ohio territory. This military mission sparked an international war, cost him his first command and taught him lessons that would shape the American Revolution.

As a professor of early American history who has written two books on the American Revolution, I’ve learned that Washington’s time spent in the Fort Duquesne area taught him valuable lessons about frontier warfare, international diplomacy and personal resilience.

The mission to expel the French

In 1753, Dinwiddie decided to expel French fur trappers and military forces from the strategic confluence of three mighty waterways that crisscrossed the interior of the continent: the Allegheny, Monongahela and Ohio rivers. This confluence is where downtown Pittsburgh now stands, but at the time it was wilderness.

King George II authorized Dinwiddie to use force, if necessary, to secure lands that Virginia was claiming as its own.

As a major in the Virginia provincial militia, Washington wanted the assignment to deliver Dinwiddie’s demand that the French retreat. He believe the assignment would secure him a British army commission.

Washington received his marching orders on Oct. 31, 1753. He traveled to Fort Le Boeuf in northwestern Pennsylvania and returned a month later with a polite but firm “no” from the French.

A close-up portrait of a young, brunette George Washington.
George Washington held an honorary commission as a major in the British army prior to the French and Indian War. Dea/M. Seemuller/De Agostini collection/Getty Images

Dinwiddie promoted Washington from major to lieutenant colonel and ordered him to return to the Ohio River Valley in April 1754 with 160 men. Washington quickly learned that French forces of about 500 men had already constructed the formidable Fort Duquesne at the forks of the Ohio. It was at this point that he faced his first major test as a military leader. Instead of falling back to gather more substantial reinforcements, he pushed forward. This decision reflected an aggressive, perhaps naive, brand of leadership characterized by a desire for action over caution.

Washington’s initial confidence was high. He famously wrote to his brother that there was “something charming” in the sound of whistling bullets.

The Jumonville affair and an international crisis

Perhaps the most controversial moment of Washington’s early leadership occurred on May 28, 1754, about 40 miles south of Fort Duquesne. Guided by the Seneca leader Tanacharison – known as the “Half King” – and 12 Seneca warriors, Washington and his detachment of 40 militiamen ambushed a party of 35 French Canadian militiamen led by Ensign Joseph Coulon de Jumonville. The Jumonville affair lasted only 15 minutes, but its repercussions were global.

A color illustration showing battle between soldiers in red and blue coats.
The Jumonville affair became the opening battle of the French and Indian War. Interim Archives/Archive Collection/Getty Images

Ten of the French, including Jumonville, were killed. Washington’s inability to control his Native American allies – the Seneca warriors executed Jumonville – exposed a critical gap in his early leadership. He lacked the ability to manage the volatile intercultural alliances necessary for frontier warfare.

Washington also allowed one enemy soldier to escape to warn Fort Duquesne. This skirmish effectively ignited the French and Indian War, and Washington found himself at the center of a burgeoning international crisis.

Advertisement
Get More From A Face Cleanser And Spa-like Massage

Defeat at Fort Necessity

Washington then made the fateful decision to dig in and call for reinforcements instead of retreating in the face of inevitable French retaliation. Reinforcements arrived: 200 Virginia militiamen and 100 British regulars. They brought news from Dinwiddie: congratulations on Washington’s victory and his promotion to colonel.

His inexperience showed in his design of Fort Necessity. He positioned the small, circular palisade in a meadow depression, where surrounding wooded high ground allowed enemy marksmen to fire down with impunity. Worse still, Tanacharison, disillusioned with Washington’s leadership and the British failure to follow through with promised support, had already departed with his warriors weeks earlier. When the French and their Native American allies finally attacked on July 3, heavy rains flooded the shallow trenches, soaking gunpowder and leaving Washington’s men vulnerable inside their poorly designed fortification.

A black and white illustration showing George Washington signing a document.
Washington was outnumbered and outmaneuvered at Fort Necessity. Interim Archives/Archive Collection/Getty Images

The battle of Fort Necessity was a grueling, daylong engagement in the mud and rain. Approximately 700 French and Native American allies surrounded the combined force of 460 Virginian militiamen and British regulars. Despite being outnumbered and outmaneuvered, Washington maintained order among his demoralized troops. When French commander Louis Coulon de Villiers – Jumonville’s brother – offered a truce, Washington faced the most humbling moment of his young life: the necessity of surrender. His decision to capitulate was a pragmatic act of leadership that prioritized the survival of his men over personal honor.

The surrender also included a stinging lesson in the nuances of diplomacy. Because Washington could not read French, he signed a document that used the word “l’assassinat,” which translates to “assassination,” to describe Jumonville’s death. This inadvertent admission that he had ordered the assassination of a French diplomat became propaganda for the French, teaching Washington the vital importance of optics in international relations.

A current photograph of the logs used to construct Fort Necessity as it stands today along the battlefield in Pennsylvania.
A log cabin used to protect the perishable supplies still stands at Fort Necessity today. MyLoupe/Universal Images Group/Getty Images

Lessons that forged a leader

The 1754 campaign ended in a full retreat to Virginia, and Washington resigned his commission shortly thereafter. Yet, this period was essential in transforming Washington from a man seeking personal glory into one who understood the weight of responsibility.

He learned that leadership required more than courage – it demanded understanding of terrain, cultural awareness of allies and enemies, and political acumen. The strategic importance of the Ohio River Valley, a gateway to the continental interior and vast fur-trading networks, made these lessons all the more significant.

Ultimately, the hard lessons Washington learned at the threshold of Fort Duquesne in 1754 provided the foundational experience for his later role as commander in chief of the Continental Army. The decisions he made in Pennsylvania and the Ohio wilderness, including the impulsive attack, the poor choice of defensive ground and the diplomatic oversight, were the very errors he would spend the rest of his military career correcting.

Though he did not capture Fort Duquesne in 1754, the young George Washington left the woods of Pennsylvania with a far more valuable prize: the tempered, resilient spirit of a leader who had learned from his mistakes.

Christopher Magra, Professor of American History, University of Tennessee

This article is republished from The Conversation under a Creative Commons license. Read the original article.

 
Dive into “The Knowledge,” where curiosity meets clarity. This playlist, in collaboration with STMDailyNews.com, is designed for viewers who value historical accuracy and insightful learning. Our short videos, ranging from 30 seconds to a minute and a half, make complex subjects easy to grasp in no time. Covering everything from historical events to contemporary processes and entertainment, “The Knowledge” bridges the past with the present. In a world where information is abundant yet often misused, our series aims to guide you through the noise, preserving vital knowledge and truths that shape our lives today. Perfect for curious minds eager to discover the ‘why’ and ‘how’ of everything around us. Subscribe and join in as we explore the facts that matter.  https://stmdailynews.com/the-knowledge/
 

Advertisement
Get More From A Face Cleanser And Spa-like Massage

Author


Discover more from Daily News

Subscribe to get the latest posts sent to your email.

Continue Reading

Urbanism

The Building That Proved Los Angeles Could Go Vertical

Los Angeles once banned skyscrapers, yet City Hall broke the height limit and proved high-rise buildings could be engineered safely in an earthquake zone.

Published

on

Los Angeles once banned skyscrapers, yet City Hall broke the height limit and proved high-rise buildings could be engineered safely in an earthquake zone.
LA City Hall. Image Credit: TNC Network & Envato

How City Hall Quietly Undermined LA’s Own Height Limits

The Knowledge Series | STM Daily News

For more than half a century, Los Angeles enforced one of the strictest building height limits in the United States. Beginning in 1905, most buildings were capped at 150 feet, shaping a city that grew outward rather than upward.

The goal was clear: avoid the congestion, shadows, and fire dangers associated with dense Eastern cities. Los Angeles sold itself as open, sunlit, and horizontal — a place where growth spread across land, not into the sky.

And yet, in 1928, Los Angeles City Hall rose to 454 feet, towering over the city like a contradiction in concrete.

It wasn’t built to spark a commercial skyscraper boom.
But it ended up proving that Los Angeles could safely build one.


A Rule Designed to Prevent a Manhattan-Style City

The original height restriction was rooted in early 20th-century fears:

  • Limited firefighting capabilities
  • Concerns over blocked sunlight and airflow
  • Anxiety about congestion and overcrowding
  • A strong desire not to resemble New York or Chicago

Los Angeles wanted prosperity — just not vertical density.

The height cap reinforced a development model where:

  • Office districts stayed low-rise
  • Growth moved outward
  • Automobiles became essential
  • Downtown never consolidated into a dense core

This philosophy held firm even as other American cities raced upward.


@stmblog

Los Angeles banned skyscrapers for decades — except one. 🏛️ While most buildings were capped at 150 feet, LA City Hall rose three times higher. This wasn’t a loophole — it was power, symbolism, and city planning shaping the skyline we know today. Why was City Hall the exception? And how did this one decision change Los Angeles forever? 📍 Forgotten LA 🧠 The Knowledge Series 📰 STM Daily News LosAngelesHistory LACityHall ForgottenLA UrbanPlanning CityPlanning LASkyline DidYouKnow HistoryTok TheKnowledge STMDailyNews ♬ original sound – STMDailyNews – STMDailyNews


Why City Hall Was Never Meant to Change the Rules

City Hall was intentionally exempt from the height limit because the law applied primarily to private commercial buildings, not civic monuments.

But city leaders were explicit about one thing:
City Hall was not a precedent.

It was designed to:

  • Serve as a symbolic seat of government
  • Stand alone as a civic landmark
  • Represent stability, authority, and modern governance
  • Avoid competing with private office buildings

In effect, Los Angeles wanted a skyline icon — without a skyline.


Innovation Hidden in Plain Sight

What made City Hall truly significant wasn’t just its height — it was how it was built.

Advertisement
Get More From A Face Cleanser And Spa-like Massage

At a time when seismic science was still developing, City Hall incorporated advanced structural ideas for its era:

  • A steel-frame skeleton designed for flexibility
  • Reinforced concrete shear walls for lateral strength
  • A tapered tower to reduce wind and seismic stress
  • Thick structural cores that distributed force instead of resisting it rigidly

These choices weren’t about aesthetics — they were about survival.


The Earthquake That Changed the Conversation

In 1933, the Long Beach earthquake struck Southern California, causing widespread damage and reshaping building codes statewide.

Los Angeles City Hall survived with minimal structural damage.

This moment quietly reshaped the debate:

  • A tall building had endured a major earthquake
  • Structural engineering had proven effective
  • Height alone was no longer the enemy — poor design was

City Hall didn’t just survive — it validated a new approach to vertical construction in seismic regions.


Proof Without Permission

Despite this success, Los Angeles did not rush to repeal its height limits.

Cultural resistance to density remained strong, and developers continued to build outward rather than upward. But the technical argument had already been settled.

City Hall stood as living proof that:

  • High-rise buildings could be engineered safely in Los Angeles
  • Earthquakes were a challenge, not a barrier
  • Fire, structural, and seismic risks could be managed

The height restriction was no longer about safety — it was about philosophy.


The Ironic Legacy

When Los Angeles finally lifted its height limit in 1957, the city did not suddenly erupt into skyscrapers. The habit of building outward was already deeply entrenched.

The result:

  • A skyline that arrived decades late
  • Uneven density across the region
  • Multiple business centers instead of one core
  • Housing and transit challenges baked into the city’s growth pattern

City Hall never triggered a skyscraper boom — but it quietly made one possible.


Why This Still Matters

Today, Los Angeles continues to wrestle with:

Advertisement
Get More From A Face Cleanser And Spa-like Massage
  • Housing shortages
  • Transit-oriented development debates
  • Height and zoning battles near rail corridors
  • Resistance to density in a growing city

These debates didn’t begin recently.

They trace back to a single contradiction: a city that banned tall buildings — while proving they could be built safely all along.

Los Angeles City Hall wasn’t just a monument.
It was a test case — and it passed.

Further Reading & Sources


More from The Knowledge Series on STM Daily News


Discover more from Daily News

Subscribe to get the latest posts sent to your email.

Continue Reading

Trending