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Hi!
In 2006, Unilever released a 75-second video that revolutionised the advertising world and won several awards: the coverage generated by this $50,000 ad is estimated at $150m -- a staggering return on investment.
The clip is 'Evolution' and was part of the Dove brand's Campaign for Real Beauty. (View it at Dove's official Canada web site here: http://bit.ly/8k5F0J.)
But before the resulting accolades and exposure, the fundamental message of the spot is about exposing the fakeness of the fashion and marketing worlds, their camera tricks and Photoshopping.
Through a time lapse technique, the video shows how a "pretty, but ordinary" woman is transformed into a "strikingly beautiful billboard model" (Wikipedia). A closing credit states "No wonder our perception of beauty is distorted."
If we see roughly 3,000 advertising messages every day -- according to Seth Godin, marketing guru -- it's not surprising we aspire to look perfect, have the perfect car, perfect holiday, or the perfect life. It's also unsurprising how unhappy we make ourselves in our self-image that falls so short of these "ideals".
Say we're lucky enough to in fact achieve one of these goals; how sustainable is it really?
In this month's Fulfilment, Tania Kapp, ProMentor's associate coach in fitness, health and nutrition, writes about goal keeping in her article The Keys to Maintaining Success. Learn how to set goals that are first realistic -- not art-inspired fantasy -- then how to maintain our success after the initial goal is achieved.
Can you spot the parallels in Tania's article between healthy weight management goals and good business management?
Until our final newsletter for 2009 in December, all the best.
Brent Combrink
Fulfilment editor and ProMentor's founding owner
Cell: +27 (0)82 425 2708
Email your letters to: brent@promentor.co.za
PS Entrepreneurs: We're looking forward to starting our next Small Business Mentoring Program in Cape Town and Joburg in February 2010. If you're tired of your self-employed job and yearn for a business that gives you money and freedom, then email or phone me (details above) to find out how to sign up.
But don't trust the salesman! Here's what one of our happy clients shared: "The program has given me a belief in the future of my business." -- Wytze Voerman, owner: Strippers, We Bare Wood. Want more details? Go here: http://bit.ly/5SL13r.
The Keys to Maintaining Success
by Tania Kapp, pharmacist and fitness and nutrition coach
26 November 2009
Two of my nutrition coaching clients have a history of hefty weight loss, followed by heftier weight gain. In both cases, how this happens is simple: once they reached their target weights, they thought the effort was over and they could sit back, relax and enjoy success. What could they change to keep their goal weights?
Read more...
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Fulfilment is produced by ProMentor Associates - helping you do better business, better. Legal notice appears at end.
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