Greetings,

Happy New Year and Happy Reading.
This entry definately goes under the category of muse, rather than news so be warned and ready.

Late last year BRANDEMiX was part of an agency review conducted by a prestigious New York account. Our team dilgently worked on our answers to the Request for Proposal and followed up with subsequent information. All the correspondence was through email and I was very careful to read and re-edit all my sentences, so they would see me for the Thought Leader I can sometimes be.

However, my editing efforts were ultimately my demise since the sentences were no longer coherent and there were typos and fragments galore within the email that was sent.

Do I think they noticed? I hope not. (We're still waiting for the client to make a selection.) But I was sick for days about it. And, just to make myself feel better and righteous, I started scrutinizing every email I received, particularly those from the would-be client. And I noticed how everyone has typo's in their email communication: thing for think. to for too. your for our. right for write. And, i'm not even counting lite for light.

Then I started seeing typo's in the New York Times newspaper and I know that I am on to something. They're everywhere- in job postings, in brochures and even in annual reports. It's a Pandemic stemming from the art of multi-tasking,multi-communicating and multi-messaging and not even spell check can cure it.

I am fortunate to be among more detail oriented staff than myself so hopefully we'll stop slop at the BRANDEMiX shop but now you know one of my resolutions for '06.

Thanks for reading.