# The Power of Typos in Brand Growth Deliberate mistakes turned a side hustle into a $100 million company. - **Source:** [Inc.com](https://brifing.si/source/07cb1004-a796-47d7-9801-fc5c7388471d) - **Published:** 2026-07-23 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/55bb0038-1524-44ce-994c-405b0094b659 ## The Power of Deliberate Typos An entrepreneur used intentional typos in the brand name to grab attention. This strategy made the brand unique and memorable. ## Attention-Grabbing Method The typos made people notice and wonder about the brand. This contributed to the organic spread of the brand. ## From Side Hustle to Company What started as a small side project grew into a $100 million company. This shows that small ideas can achieve big success with the right strategy. ## Risks and Rewards While intentional typos drew attention, they also carried the risk of misunderstanding. However, this risk turned into a significant advantage when managed correctly. ## Brand Identity This strategy strengthened the brand's identity and made it easier for consumers to embrace it. The brand stood out with its uniqueness. ## The Secret to Success This story highlights the importance of creativity and courage in brand strategy. With the right steps, a small idea can turn into a big success. ## Sources covering this story - https://www.inc.com/annabel-burba/his-ad-was-full-of-typos-it-helped-turn-a-side-hustle-into-a-100-million-company/91377323 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._