Buzz: Would You Change Your Name for This Man?

Grabbing 30 percent market share virtually overnight with the use of inventive buzz marketing techniques amidst cutthroat entrenched competition was, in the annals of new product launches, a phenomenal success. The fact that 15 seconds of bad buzz blew Dean off Buzz Everest for life doesn’t seem to bother anyone. They’re just looking for 15 seconds for a new hair dye, an iced tea recipe, a video game. Would Mele accept the title of guru du jour?

They all keep buzzing. The problem is, when Mark Hughes is buzzing his website at urinals, when trucker caps and Air Jordans make headlines and books about buzz marketing are buzzed by people working for buzz marketing firms and, worse, everyone is obsessed with buzzing himself — Buzz Everest just gets fuzzier and fuzzier.