Context of Fictitious
Tumblr, Lyft, Phat Buddha, Tripp: “Creatively” spelled names aren’t new, but they’ve proliferated in recent years. New research explores their effectiveness for new-to-market brands. In the first of eight studies, the researchers offered free samples of seltzer on a U.S. university campus. Passersby could choose from two fictitious brands: Deep and Clear—or “Klear,” as it was rendered half the time. They were 14 percentage points less likely to choose the second when the display used the unconventional spelling.
–Harvard Business Review