The unfortunate reality in today's wedding climate is that there is no know for Bridezilla Syndrome, the third and final stage of BADD.

Therefore, it is imperative that businesses marketing to the 21st Century bride must understand the symptoms of BADD, and how to minimize the effect.

The current communication climate which makes everyone and all information, accessible, 24/7, has created a very toxic climate.

As well, wedding marketers are guilty of exacerbating the problem with half-truths, abuse of the word 'perfect,' creating unreasonable expectations, saying 'yes' to all client demands (regardless of feasibility), and a failure to distinguish their businesses from the competition.

While a wedding vendor cannot control the communication situation, it can choose how to effectively market to, and communicate with, today's bride.

The Wedding Marketing Network's Andy Ebon has taken up this challenge, and is dealing with it, head on, in his keynote speech, Marketing to the 21st Century Bride, and in his upcoming series of wedding marketing publications, The Wedding University Series (first edition, due Winter 2008).