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Your Personal Brand and What It Says About You |
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 A few weeks ago, I wrote about Jillian Michaels and one of her new workouts. If you've ever watched NBC's The Biggest Loser then you know she brings a no nonsense, kick-butt style to fitness. It's not uncommon for her to be inches from a contestants face pushing them to go farther. It's not uncommon for her to reply to a complaint with "I don't care - work harder" or "This workout won't kill you but the fat you're carrying around will". This type of in your face honesty is brilliant, warranted and connects viewers with her brand. She never claims it doesn't take hard work which is what is so refreshing about her style and likely skyrocketed her brand.
Part of building any brand equity requires consistency in message and honesty. Jillian did this perfectly season after season and appearance after appearance until something changed. A few months ago I was surprised to see her rock hard body pitching what looked like yet another magic pill claiming fast and immediate weight loss results. I had to take a double take because it was so inconsistent with her brand. Respecting her weight loss philosophy of hard work and calorie deficit, I tried to read the ad closer wanting to give her the benefit of the doubt. It was hard. My immediate reaction was she sold out. Listen, supplements and ingestibles are a HUGE market with highly profitable payouts and maybe it was just too lucrative to say no. |
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 As I scour the web for sites and blogs that support healthy living and long term weight loss, it's easy to notice that many of them target just women. This of course is a smart business move given that women are smart enough to seek out quality resources and like-minded individuals to help them lose weight. Us guys on the other hand...not so much.
Well, today I'm here to declare that we men need some attention too, and more specifically, the overweight dads out there. You know who you are - the one making excuses for that gut that's hanging over your belt. Sure you probably work hard providing for your family but if you don't get your health and weight in check, none of it matters. I'm specifically targeting dad's because in my opinion, it's your responsibility as a parent to live at a healthy weight. No excuses please because they will fall short, I can assure you. The fact remains that our kids do what we do - good and bad. If dad is ignoring an expanding waste line then he sends the message that it's okay to ignore your own health. If you think you're doing the right thing by putting everything and everyone else first in front of your own health, you're not. |
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 Just when I think I've seen it all in reference to irresponsible behavior, some company lowers the bar on social responsibility. A few weeks ago I was outraged to see a bogus energy drink claiming to help you actually burn calories...which I'm sure is enjoying record sales. That's bad coming from a start-up company, but when it's a household name like Taco Bell (YUM Brands), I don't know why, but it just feels dirtier.
If you haven't seen it, they are running an ad campaign called the DriveThruDiet.com. No seriously, they are. If you are like me and waiting for the Saturday Night Live spoof at the end, you'll be waiting a long time. Apparently their brilliant marketing team actually approved this concept that if you use the Taco Bell drive-thru, you will lose weight. They even have the arrogance to trot some attractive woman out on the set claiming it helped her lose a bunch of weight with the most egregious disclaimer language I've ever seen. As Chris Berman and the guys at ESPN would say, "C'mon, Man!" |
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Jillian Michaels Kicks A**! |
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 My wife just bought the new Jillian Michaels' Ultimate Body Makeover Workout DVD, so I tried it this morning. It's 45 minutes of fast-paced, fat-burning circuits that definitely get your heart rate up and burn your muscles. I really enjoyed it. It was a nice change to my current workout routine forcing me to use muscles utilizing different exercises.
Having produced workout videos before myself, I really appreciate the straight forward and honest approach. She's not bouncing off the walls and when something is hard, she says it's hard. In fact, one exercise - the superman - she says, "I hate doing these but I love the way they make me look when I'm done". Wow, honest but so accurate. |
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 After 8 weeks of testing and working with a small group of members, I am excited to announce the grand opening of the new Guaranteed Weight Loss Club. The results have been inspiring to say the least. Our initial group of members are averaging 1.6 lbs of weight loss per week and many of them don't even belong to a gym. Remember, THIS IS NOT A DIET. It's a lifestyle program that adapts to your life to ensure lasting change and put an end to yo-yo gimmicks.
The GWL Club is the only club that combines knowledge, state of the art tools and an 8-week step-by-step coaching program to guide you through the process. Think about it, there are some great tools out there but they require you to use them forever or the weight comes back. And there is plenty of good knowledge about weight loss but without the tools or accountability of a coach, it falls short. Lastly, hiring a personal trainer can help with exercise but what about nutrition and all the tools you need to keep track of the numbers? |
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