revolution, inc. :: how i do.

i've been getting a number of questions lately from about a dozen folks prying into "the girl Riot" so i figure it's time for another edition of Revolution, Inc. but hey--there hasn't been one in four months. i know, i know. at least i spare you talking about my actual life (short of music and costuming, haha).

today i was highlighted, along with the fabulous Alan Wolk, by David over at The Social Path. you can read that there, which he properly capitalized and punctuated for me, however out of line with my personal branding that may be ;) sacrifices, sacrifices. David has been discussing anonymity avidly with his commenters in the for/against debate.

to round that out, i wanted to share with you, and elaborate, just why i do what it is that i do here on this blog. some of you have met me in person and had that moment where you said, 'so, what's your real name?' and i just gave a crazy half-smile and launched into this whole thing. so, now you know:

we are constantly asking our brands to be more like "people." brands we can relate to, want to have beers with, brand we could see in the White House (don't laugh). it's kind of like "the consumer isn't a moron--she's your wife" (Ogilvy). how can we make recommendations and bandy words around if we don't understand them personally? see also.

we are having arguments over what "authentic" means and whether something can "be it." i wanted to get at the heart of that in a meta sort of way, to understand more about the unwritten policies being developed like "authenticity" and "transparency," etc. because of that, i wanted to come at this like an art. at heart, i'm an art kid who became a copywriter. plus, i just happen to like (studying) people.

i like conceptual art and post modernism, i'm big on "the medium is the message" across multiple planes, not just advertising. i wanted my brand to express not only myself, but the tensions in branding as we work to 'humanize' brands. so when i decided to write a blog, i wanted to bring that to it--that essence of my own understanding and how i was going to consume advertising as a product.

so for me, becoming the girl Riot™ isn't about anonymity; i don't say anything under Riot that i wouldn't say to your face. i go to lunch with people from many agencies and present myself as Riot. i'll tell you where i work, and if you care or want to recommend me, if you really need my name, i'll give it. i'm not afraid of tying my 'real life' to this one because they're one and the same: it's about craft. the very craft we are supposed to create elsewhere.

craft from what shoes i wear to my punctuation and capitalization usage to my business politics. i just wanted to own my own 'craft,' and i give that impression best in person, so it's not about pure anonymity. it's about the bridge between advertising and real life. "people don't read advertising, they read what interests them... sometimes, that's advertising" (Gossage).

in short, it's the actual meta craft of advertising and our interaction with it that i wanted to draw attention to by creating the girl Riot™.

previously on revolution, inc. :: in a name.


faris said...


and, to your point, the only difference, really, is that you have constructed something from scratch, rather than using your real identity as a foundation ;)





M.Tartag said...

My favorite lady doeth talk so much. Oh c'mon. Just admit it. You like being fancy. You like having an alter-ego with a snappy name. ;-P