The Business News Hour - The Friday Wrap
New Horizons


The advertising and marketing world can be creative, fun and different. It's also a business. We The_Dude do our craft on behalf our our clients so they might connect with consumers and sell more of their product/service. It's what we do.

But, at the end of the day, it's still a business.

Maybe because I'm old (today is my birthday) or maybe because I'm not hip...but when working with another professional in the advertising business getting an email back that starts with "Dude" from a guy I don't really know...well, it just rubbed me the wrong way and got me to thinking and branding.

This may be a throwback to another era but I think business still should be conducted with a modicum of respect. But, more than that, this "one off" comment had me wondering about the brand this person is working for. Is that the way they communicate with all their clients?  Is that the way they come off in public? "Hey dude, like, waz goin' on?"

Branding isn't your logo but it is the way you answer the phone. Branding isn't a $50,000 media buy but it is the way you conduct yourself. Branding isn't a major roll out but it is the way you answer an email.  Remember, you don't make the brand...the brand is made for you by the consumer...every day.

I ain't blown' smoke...Dude.