I wouldn’t have thought anything brand-name-related bothered Nancy Friedman more than gratuitous umlauts, except maybe for gratuitous umlauts coupled with an egregious -ify or -ly ending. (Should some poor sap come up with a name like “Exëmplïfy” — well, let’s say I fear her wrath.)
But apparently there is one step beyond:
[G]ratuitous acute accents are worse: Even monolingual English speakers are likely to have encountered a few acute-accented French words such as sauté and cliché. (Hello, McCafé!) We know what the accent is supposed to do to a word’s pronunciation; undermine our expectations and you undermine our confidence in your brand.
One example she cites: The Lé Edge exfoliating tool, which scrapes away just enough epidermis for the purpose of “revealing the newer younger cells and more radiant skin.” Now I know of no circumstances in (my admittedly limited) French in which “le” is rendered as “lé”; but given the shape of the corporate logo, I wonder if maybe they thought that without “guidance” we’d pronounce it as a single syllable. (“I live only to serve, my Leedge.”)
The one I never did figure out was Mazda’s Protegé, predecessor to the current Mazda3. If you ask me, they should have either left off the one accent mark, or given the name its proper Frenchification: “protégé.”