What brand name to use depends what you’re asking the name to carry. Reader Josie from San Diego wrote after my note on misspellings and asked a fair question. “With great .com domains being scarce and trademark clearance harder than ever, how do you know when a playful spelling will work, and when it will likely underperform?” First, context matters. Krispy Kreme and Kool-Aid were never trying to establish medical credibility or technical authority. They were offering up indulgence, color …...