The Monkees) adopted sensational spelling in an effort (by either themselves or their record labels) to capitalize on a fad. The Turtles successfully resisted an effort by their label, White Whale Records, to name them "The Tyrtles."
The Monkees adopted a flamboyant spelling to capitalize on a trend. The Turtles successfully resisted their record label's attempt to rename them "The Tyrtles."