Why so many brands have errors in their names

There’s a famous theory in psychology that says that moderate amounts of incongruity—if it’s just somewhat different, but not too, too different—increase involvement. It increases people’s interest, and they want to process the information more. At the same time, when you’re extremely incongruous, which means that you neither are communicating anything about the category you’re in or you’re not communicating anything about the brand attributes, you’re just different for the sake of difference, consumers are unable to figure out what you’re about, and they will just completely reject the information.