By accident I came across a well known brand that is very often misspelt in various ways in searches - according to the adwords tool the misspelt versions get 600,000 searches a month (using 'exact' not 'broad')!

The 'real' site usually still shows in first place for these searches but the sites in the results from position 2 onwards are rubbish (ie low ranking websites that have accidentally misspelt the word, old forum posts etc).

I guess I can't build sites around misspelt brand names so what if anything would you do to take advantage of this knowledge?

The industry is travel related.