When not everyone knows how to pronounce your company's name, what tone should your radio commercials take? Should you hector people or correct them subtly? Or, should you make no reference to the confusion and pronounce the company's name correctly in the commercial as often as possible?
In the early '80s, Imo's Pizza opted to steer into the skid. Even as a kid, it surprised me to hear their commercial spokesman say, "E-moes, Eye-moes, Who knows? You know," when not everyone knew the correct pronunciation.
For at least three decades since then, however, the company has wisely pronounced its name correctly--E-moes, for those who don't know--in all of its commercials.
