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Kang Turns Photo Hype Into a Brand
By: Dwayne W. Waite Jr.
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In case you haven't heard, moms, strong is the new skinny.

Maria Kang, the motherly social media fitness bombshell, decided to feed off of her critics and take another step: NoExcuseMoms.com. The website is a fitness site geared towards moms wanting to get fit. It even hosts pictures of real moms making effort and progress in creating a better them.

Of course, when it comes to proclaiming that people — yes, even moms — can be healthier, outcry ensues.

We all saw this is first time around, when Maria Kang posed with her three boys under the title "What's Your Excuse?", relating the fact that a mom of three can still do what she needs to get done in order to stay fit.

Some felt that she was "fat-shaming" and casting negativity on downtrodden moms. Thankfully, more felt Kang was attempting to empower and encourage mothers to use time more efficiently to get fit.

When building a brand or starting a movement, not everybody is going to like it. In Kang's situation, she only got nationally known because the haters were louder than the advocates.

It's unfortunate, but studies repeatedly show that consumers are louder at disliking things than liking. It is what it is.

But we like how Kang spun the press and publicity into something positive, uplifting, and probably profitable.

Good for Kang and her business partner for staying tough and pursuing something that they felt needed to be done. That is what business is about; creating goods and services to satisfy wants and needs for specific audiences. Moms need attention too, and they are getting that from Kang. Let's hope they follow through.

According to Kang, there's no excuse.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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