Apprentice Luisa Zissman in row over dropped apostrophe
Grammar purists 'horrified' after Lord Sugar show star prefers Bakers to Baker's
THE BBC's Apprentice star Luisa Zissman has come under fire from grammar purists after ditching the apostrophe from the name of her new baking accessories business.
"Is it Bakers Toolkit or Baker's Toolkit with an apostrophe?" she initially asked on Twitter while deciding on the new name.
But despite several tweeters explaining the correct punctuation, she announced yesterday that her enterprise would drop the apostrophe.
One Twitter user claimed to be "horrified" while another agreed that "you can't change the English grammar even if it does look better on logos!"
Another Tweeter said: "I always cringe at businesses with bad grammar."
Disturbing news for all us apostrophe vigilantes... http://t.co/gDElYYP4Ld
— John Charles Laverty (@JohnCharlesLave) August 22, 2013
@TheLuluLife @zolaschool31 a bakery in my hometown stuck with 'Bakers' in its slogan, and every English teacher uses it as a bad example
— Ellie Peacock (@Starry_Ellie) August 21, 2013
The Daily Telegraph pointed out that when it comes to statements such as "Let's eat, Grandma" and "Let's eat Grandma", punctuation can be "a matter of life or death".
But others pointed out that brands such as Toys R Us get away with inaccurate logo grammar.
Zissman, who missed out on the winner's £250,000 business investment by Lord Sugar to her rival Leah Totton, defended her decision on BBC Radio 5 live today. "I really don't know what the big hoo-ha is all about," she said.
Pointing to brands such as Waterstones, which famously ditched its apostrophe last year, she said: "It's about marketing, about the look and feel of a brand, and I just don't think it's necessary."
She added: "We are part of a new digital media age where you don't have apostrophes in URL names and I think it can be confusing for consumers if there's an apostrophe in your brand name and they go onto your website and there's no apostrophe in your URL. It's just not used any more."
Whether sticklers for grammer are persuaded or not, Zissman's lack of knowledge of punctuation has no doubt resulted in a PR boost for her new enterprise. She admits, "Grammar isn't my strongest point," but adds, "I'm brilliant at building multi-million-pound businesses". ·