Over the past decade I have been reinventing myself and my career, something many in the media industry have had to do in recent years. This gradual metamorphosis from old media hustler to new media maven took years and years, until that fateful morning I awoke from the cocoon and created my alter ego: Buzz Titan, The Giant Detective.
Buzz is a symbolic character for me, something that has meaning and is intricately connected to the brand I market, an innovative and creativity-driven video agency. With personal brand management (and that can mean a small business like my own or a multi-national corp with a slew of products and brands) it is most important that the digital presence of the brand be honest and memorable. The messaging should have its own voice, one that is cohesive and iconic. This requires a decent writer to maintain the conversation, as the standard promoted messages and links disappear from cognition as quickly as any of the other tens of thousands of marketing messages we bypass daily. Brands need an advocate, an embodiment, a character... a brand icon.
I wanted my brand icon to fulfill this for my business. My play on the concept of “Agency” in the business name is intentionally derivative of noir-genre pulp fiction, as the dramatic language of the Noir universe and its accompanying iconography are ripe for parody. I wanted a brand icon that was intelligent and deductive, and since most everything I do is tongue-in-cheek, I also wanted one that was a little bit lighthearted in this hardboiled world of digital media. The color scheme is my own personal signature: I love lavender and black, and since lavender is a floral color, it works with the bees. Bees pollinate; they keep the world beautiful, and parts of it bountiful. This is my core vision for the business (and for my life as well): pollinate ideas, help things grow, make the messaging (and clients) shine through and blossom. Create buzz... so I created Buzz. Every great detective novel protagonist has the name, Mike Hammer... Lew Archer.... Dan Fortune. Three syllable, hard-hitting, alpha male names: Hammer Archer Fortune. Sooo Buzz..... Titan. Three syllables, and whats more alpha than the spawners of the Greek Gods. Who were GIANTS.
So there it was, Buzz Titan. My brand icon. He is more than an alter ego for me, he is a voice, advocate, and representative for the Giant Detective Agency. On that day the Giant Detective, and my business, was born.
Thats all for now... tune in Friday for the rest of the story...
Yours Truly,
Buzz Titan
Tuesday, January 25, 2011
Sunday, January 16, 2011
Saturday, January 15, 2011
Reflections
I am sitting in the Merchandise Mart on a Saturday morning, sipping on a hot cup of Joe. It dawns on me suddenly how many times I have been in the place, and how different things were then...
For those new to the world of the Giant Detective I'll shed some light on that. Once upon a time, a younger, greener Private Dick used to stalk the halls of the Merchandise Mart, immersed in the the burning house of cards that was the Chicago Sun-Times. It was a groovy time in my life, and probably the most influential era of professional development... which also made it a very hard goodbye. You think Bogey and Hepburn on a runway remembering Paris was a tough one? I can only hold your hand as I spin this sordid tale.
I joined the paper at the tender age of 24, after a brief and miserable stint in finance. I will tell you the quickest litmus test of a person's true nature is how long they can survive in the mucky, greed-infested swamp of consumer finance. I had done very well for my relative youth though, and came into the paper with eyes wide open. I had always loved the paper, and still do... although more like a long-lost dame than a job. The newspaper was about to enter its climactic tailspin, as the robber baron publisher, Lord Conrad Black, and his minion, a very Mr. Burns-esque creep named David Radler, had been looting the coffers, fraudulently doctoring circulation, and committing other heinous acts of corporate mischief.
The ensuing turmoil inadvertently changed my life, as I was able to ascend the ranks well ahead of the curve. I was becoming a sort of golden boy, but a "tarnished" golden boy as I rose to prominence at the expense of a few other more tenured individuals. During this time I would often scoff at the lack of vision my fellow leadership endorsed, as they definitely were unable or unwilling to adapt quickly enough to the changing media scape. I watched as ill conceived digital products were launched, well conceived ones back burnered. Executives completely unqualified to navigate the new landscape given promotions and more power, while the talented "idea" people were censored. Most importantly though, I watched greed destroy an institution.
It didn't have to be that way; it doesn't have to be the way it is. If traditional media was willing to be flexible, take risks, hire and inspire futurists instead of coddling dinosaurs, it wouldn't be on life support. I have always endorsed micro-payments as a way to accomodate content reimbursement... internet accounts where a few pennies get allocated for usage. On-demand content and interactions with talent and columnists. Media brokerage... the most radical but simple solution... trading available advertising space and positions on an electronic market. That is a separate post, and one I truly believe would be a gamechanger, but I digress.
The moral of the story is print isn't dead, although it sure has tried hard to commit suicide. Media companies have and will continue to evolve, but they need to be a heck of a lot more intelligent in their direction. Nimbler, more engaging, immediate and authoritative. Media outlets have failed their audiences, its time to win them back.
After writing and reflecting on the topic, my time in this granite and steel Kennedy fortress (the Merchandise Mart is a Kennedy family landmark for those unaware) was educative, inspiring, depressing, uplifting, and every shade of ennui... but it is passed. Its only too bad that there wasn't a Pink Berry when I roamed the halls.
For those new to the world of the Giant Detective I'll shed some light on that. Once upon a time, a younger, greener Private Dick used to stalk the halls of the Merchandise Mart, immersed in the the burning house of cards that was the Chicago Sun-Times. It was a groovy time in my life, and probably the most influential era of professional development... which also made it a very hard goodbye. You think Bogey and Hepburn on a runway remembering Paris was a tough one? I can only hold your hand as I spin this sordid tale.
I joined the paper at the tender age of 24, after a brief and miserable stint in finance. I will tell you the quickest litmus test of a person's true nature is how long they can survive in the mucky, greed-infested swamp of consumer finance. I had done very well for my relative youth though, and came into the paper with eyes wide open. I had always loved the paper, and still do... although more like a long-lost dame than a job. The newspaper was about to enter its climactic tailspin, as the robber baron publisher, Lord Conrad Black, and his minion, a very Mr. Burns-esque creep named David Radler, had been looting the coffers, fraudulently doctoring circulation, and committing other heinous acts of corporate mischief.
The ensuing turmoil inadvertently changed my life, as I was able to ascend the ranks well ahead of the curve. I was becoming a sort of golden boy, but a "tarnished" golden boy as I rose to prominence at the expense of a few other more tenured individuals. During this time I would often scoff at the lack of vision my fellow leadership endorsed, as they definitely were unable or unwilling to adapt quickly enough to the changing media scape. I watched as ill conceived digital products were launched, well conceived ones back burnered. Executives completely unqualified to navigate the new landscape given promotions and more power, while the talented "idea" people were censored. Most importantly though, I watched greed destroy an institution.
It didn't have to be that way; it doesn't have to be the way it is. If traditional media was willing to be flexible, take risks, hire and inspire futurists instead of coddling dinosaurs, it wouldn't be on life support. I have always endorsed micro-payments as a way to accomodate content reimbursement... internet accounts where a few pennies get allocated for usage. On-demand content and interactions with talent and columnists. Media brokerage... the most radical but simple solution... trading available advertising space and positions on an electronic market. That is a separate post, and one I truly believe would be a gamechanger, but I digress.
The moral of the story is print isn't dead, although it sure has tried hard to commit suicide. Media companies have and will continue to evolve, but they need to be a heck of a lot more intelligent in their direction. Nimbler, more engaging, immediate and authoritative. Media outlets have failed their audiences, its time to win them back.
After writing and reflecting on the topic, my time in this granite and steel Kennedy fortress (the Merchandise Mart is a Kennedy family landmark for those unaware) was educative, inspiring, depressing, uplifting, and every shade of ennui... but it is passed. Its only too bad that there wasn't a Pink Berry when I roamed the halls.
Tuesday, January 11, 2011
A Vision of Video
With all of the well-documented changes in media over the past 15 years it serves us well to give pause and consider the implications on digital product development, and that oft-maligned concept of media convergence.
Twenty years or so ago, when this Private Dick was just getting his nose wet in the real world, there were well-defined, concrete, and very vertically-inclined media channels. This was due to both the consumers that were paying for them and the relatively homogenous habitat they shared as separate animals and breeds. That is to say, there was room in the ecosystem for a local newspaper, a regional newspaper, and a national sheet all to exist, and even to be consumed by the same person or family of readers. Broadcast had local affiliates and the bigthree four (remember in this distant past that Fox was still more of an up-and-comer than the House that Murdoch built, although the Bundys and the Simpsons had made their mark), and cable was all but devoid of the mindless reality tv chatter and the vitriol-fueled cable "news" programs. The buckets were big, and they were filled by smaller buckets of the same make.
Then we began the rapid expansion of tech, and the slow, agonizing death of this era of media and its vanguard. The reasons for this can be considered manyfold: poor business practices, old leadership not stepping away soon enough, de-regulation and capitalism building monstrous, monolithic meg-corps, Too Big NOT To Fail. The truth of it is, with the birth of the internet came the rebirth of tribal society. The digital tribes have been touched on before, by more well-documented journalists than this hack reporter. For the layman though, the idea that the ability to endlessly sub-segment your interests and your information channels, your style and design esthetic, your dialect, your IDENTITY has made your sphere of influence smaller.
Now that the academic stuff is out of the way, I'll get to the point... (FINALLY!)
My vision of video is to tap into both of these concepts: that the big, Old Media, has changed drastically (or is dead if you're a pessimist), and the new tribally-conscious consumer is more likely to respond to marketing if it is in their style, their dialect! Online video makes that happen, at least for some brands. There was truth to the Old Broadcast model: "the best original content that speaks to the masses of our body politick will attract the most viewers, and the viewers it attracts we can sell these products to".
The trick is to take that core message, and make it small. Very small. Make it funny, risky, safe, silly, serious, sad, or something else. But create for the "mices" (My made up word of the day- means "small masses"), and you will create memorable, actionable work. Just make it good ladies and gentlemen. Or make it bad... some of the best content is TERRIBLE... but more importantly, make it honest.
Until next time,
Buzz Titan a/k/a Rory Mitchell Foster
www.thegiantdetectives.com
Twenty years or so ago, when this Private Dick was just getting his nose wet in the real world, there were well-defined, concrete, and very vertically-inclined media channels. This was due to both the consumers that were paying for them and the relatively homogenous habitat they shared as separate animals and breeds. That is to say, there was room in the ecosystem for a local newspaper, a regional newspaper, and a national sheet all to exist, and even to be consumed by the same person or family of readers. Broadcast had local affiliates and the big
Then we began the rapid expansion of tech, and the slow, agonizing death of this era of media and its vanguard. The reasons for this can be considered manyfold: poor business practices, old leadership not stepping away soon enough, de-regulation and capitalism building monstrous, monolithic meg-corps, Too Big NOT To Fail. The truth of it is, with the birth of the internet came the rebirth of tribal society. The digital tribes have been touched on before, by more well-documented journalists than this hack reporter. For the layman though, the idea that the ability to endlessly sub-segment your interests and your information channels, your style and design esthetic, your dialect, your IDENTITY has made your sphere of influence smaller.
Now that the academic stuff is out of the way, I'll get to the point... (FINALLY!)
My vision of video is to tap into both of these concepts: that the big, Old Media, has changed drastically (or is dead if you're a pessimist), and the new tribally-conscious consumer is more likely to respond to marketing if it is in their style, their dialect! Online video makes that happen, at least for some brands. There was truth to the Old Broadcast model: "the best original content that speaks to the masses of our body politick will attract the most viewers, and the viewers it attracts we can sell these products to".
The trick is to take that core message, and make it small. Very small. Make it funny, risky, safe, silly, serious, sad, or something else. But create for the "mices" (My made up word of the day- means "small masses"), and you will create memorable, actionable work. Just make it good ladies and gentlemen. Or make it bad... some of the best content is TERRIBLE... but more importantly, make it honest.
Until next time,
Buzz Titan a/k/a Rory Mitchell Foster
www.thegiantdetectives.com
Monday, January 10, 2011
Translated Random Foreign Language Blog Posts #1
Greetings!
I think that this will be an interesting experiment, and will make filling regular posts much easier! Every Monday I will tirelessly search for the most eloquently translated blogposts from random Blogger members and share their inherent wisdom with you. If any of you can guess the original language I will send a hand drawn picture of myself to you... which I know is a blatant ripoff of a hand drawn spider for payment, but I have gotten very good at drawing pictures of myself since I gave all of my mirrors away in a fit of religious fervor.
Pregnant Talk
last night I dreamed that the doctor stole one of our babies through the type ultrasound picture or something, f***ing weird, they were woke up in cold sweat. first time I dreamed my baby and, earlier, I have only dreamed of that I'm fat xD but tonight they were in of two (until one was stolen) and it must have and make the mother's nagging, that MrSynsk could not see the wire and the family where a man joked with his wife so badly that she felt they must be two in there. My mother was previewed for the type 15 years ago or something and then would one of her children, the medium or what to say, described my personality, I'd have twins. 'll See. Would be happy if they get two because we have two children, taken only volvo and house as well and I must definitely not do if they are here.
You are welcomes. Thinks you remember calls THE GIANT DETECTIVES for video needs of all!
Buzz Titan a/k/a Rory Mitchell Foster
The Chief
www.thegiantdetectives.com
I think that this will be an interesting experiment, and will make filling regular posts much easier! Every Monday I will tirelessly search for the most eloquently translated blogposts from random Blogger members and share their inherent wisdom with you. If any of you can guess the original language I will send a hand drawn picture of myself to you... which I know is a blatant ripoff of a hand drawn spider for payment, but I have gotten very good at drawing pictures of myself since I gave all of my mirrors away in a fit of religious fervor.
Pregnant Talk
last night I dreamed that the doctor stole one of our babies through the type ultrasound picture or something, f***ing weird, they were woke up in cold sweat. first time I dreamed my baby and, earlier, I have only dreamed of that I'm fat xD but tonight they were in of two (until one was stolen) and it must have and make the mother's nagging, that MrSynsk could not see the wire and the family where a man joked with his wife so badly that she felt they must be two in there. My mother was previewed for the type 15 years ago or something and then would one of her children, the medium or what to say, described my personality, I'd have twins. 'll See. Would be happy if they get two because we have two children, taken only volvo and house as well and I must definitely not do if they are here.
You are welcomes. Thinks you remember calls THE GIANT DETECTIVES for video needs of all!
Buzz Titan a/k/a Rory Mitchell Foster
The Chief
www.thegiantdetectives.com
Friday, January 7, 2011
The first post, and the final word... on 2010.
Well 2010 was an interesting year to say the least... so I wasn't surprised to awake one day with a pretty interesting idea:
It is time for a new venture. No, strikethat, a new AD-venture... The Giant Detective Agency. My aim? Simple, to bring the wonderful world of online video to business and artistic interests. I'll be updating regularly on my projects, and will be disseminating a bit of original theory and thoughts on the digital space, technology, politics, and whatever else distracts me.
As exciting as the future is, it is also important to reflect on the past year. I enjoyed the relative freedom of the life of an entrepreneur, but have started looking at the real world again, and SURPRISE! Its still there. The Gulf Coast disaster, financial reform (lite), energy regulation and re-investment (not), politics, pandering, bickering, BLACKHAWKS, recovery (sorta), Prop 8 Flip Flop, reality tv (eck!) and its oddly similar cousin... cable news. We managed as a society to forget Haiti and Chile’s quakes, BP’s oily blanket is hiding under the surface of the water and we have forgotten about it... (well that is till we get PO’d at the Red Lobster and the lack of waist-stretching cholesterol hiking seafood buffets) Now we face a new battle to keep some of the reforms that have managed to get through the most contentious, divisive, INSANE Congress in US History. I wonder if the constituencies that elected all of the new RNC congressmen (who’s states have among the largest constituencies of underinsured and unemployed) are pleased with this? Or will be until they inevitably realize they will be screwed by this? But I digress...
The main thing that held my attention away from all of those random thoughts was the beautiful, bountiful, green-goddessy jardin that graced my backyard. You may hear more about this, as I have some excerpts of a book I’m working on about urban Elysians written under the guise of the Gardendog... but reading and seeing and TASTING are a whole different universe. I’ve gotten to the point my yield was feeding at least a streetgang of squirrels (any tips for non-violent resistance are appreciated), my friends, family, and the nice lady down the street.
Until next time... keep your chin up, your chest out, and smile! You'll never know who'll notice... maybe even the lens of the Giant Detective.
It is time for a new venture. No, strike
As exciting as the future is, it is also important to reflect on the past year. I enjoyed the relative freedom of the life of an entrepreneur, but have started looking at the real world again, and SURPRISE! Its still there. The Gulf Coast disaster, financial reform (lite), energy regulation and re-investment (not), politics, pandering, bickering, BLACKHAWKS, recovery (sorta), Prop 8 Flip Flop, reality tv (eck!) and its oddly similar cousin... cable news. We managed as a society to forget Haiti and Chile’s quakes, BP’s oily blanket is hiding under the surface of the water and we have forgotten about it... (well that is till we get PO’d at the Red Lobster and the lack of waist-stretching cholesterol hiking seafood buffets) Now we face a new battle to keep some of the reforms that have managed to get through the most contentious, divisive, INSANE Congress in US History. I wonder if the constituencies that elected all of the new RNC congressmen (who’s states have among the largest constituencies of underinsured and unemployed) are pleased with this? Or will be until they inevitably realize they will be screwed by this? But I digress...
The main thing that held my attention away from all of those random thoughts was the beautiful, bountiful, green-goddessy jardin that graced my backyard. You may hear more about this, as I have some excerpts of a book I’m working on about urban Elysians written under the guise of the Gardendog... but reading and seeing and TASTING are a whole different universe. I’ve gotten to the point my yield was feeding at least a streetgang of squirrels (any tips for non-violent resistance are appreciated), my friends, family, and the nice lady down the street.
Until next time... keep your chin up, your chest out, and smile! You'll never know who'll notice... maybe even the lens of the Giant Detective.
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