Weight Watchers brand

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Tom Dougherty, CEO – Stealing Share

18 February 2020

The Weight Watchers brand opens up

For any dietary plan to work, it must align with your mental wiring. That’s why I was so initially intrigued by the Noom diet, until its administrators bugged me to death. But at least it was exploring the emotional reasons behind your dieting habits. And, while I’m not a big fan of the Weight Watchers brand as it stands now, its tiered plan does hold promise because it addresses an emotional hurdle for the program.

Most everyone knows — even if you’ve never joined — that Weight Watchers runs off a point system. Essentially, users are allowed a particular point total (usually in the low 30’s). And foods are deemed an allotted amount of points, with a vast amount equaling zero.

weight watchers brandRecently, the Weight Watchers brand began a three tiered system. The first, or the Green plan, gives users 40 points a day and about 100 foods that equal zero points. The second, or the Blue plan, gives users 31 points a day, yet over 200 foods that equal zero points.

And if you’re feeling really dialed in, the Purple plan, grants 22 points a day and over 300 zero point foods.

What would make the tiered system work even better for the Weight Watchers brand would be incorporating it fully. The change to WW is simply an update. Now it needs to update its meaning.”

Weight Watchers brand should incorporate its tiers into its meaning

Does it seem confusing? Maybe, but it seems pretty simple and the Weight Watchers brand is openly trying to gain new customers. Which is why its brand re-naming to WW was silly. It did nothing to move the needle. Think of it akin to nicotine patches, which sport a tiered plan to quit smoking.

Weight WatchersBut what the Weight Watchers brand is addressing is similar to Planet Fitness. That brand positions itself against the Gold’s Gyms of the world where people are often overly impressed with their workouts, so a regular Joe or Jane feels left out. And stops working out.

Weight Watchers holds a similar problematic perception. That it’s too strict. Who wants to sign up only to be embarrassed?

Say you have a tough time sticking to a plan. Forty points a day makes it very manageable. The Blue plans works in your favor if you are better at the process but not ready for a clear cut life style change. And if you are all in and ready for a rigid lifestyle change, the Purple plan is your best option.

What would make the tiered system work even better for the Weight Watchers brand would be incorporating it fully. The change to WW is simply an update. Now it needs to update its meaning.

See more posts in the following related categories: Brand meaning

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