Tom Dougherty, CEO – Stealing Share
25 September 2018
Weight Watchers rebrand is anything but
Sometimes a brand can come ever so close to repositioning itself correctly and yet still miss the mark entirely. Enter Weight Watchers. You know the company well. It’s one of the most vital weight loss companies we have.
Committed members learn proper portion control and acceptance of a healthy lifestyle. In the past, members met weekly for weigh-in and coaching sessions. And recently, it developed a phone app for those seeking the plan without the meeting.
Now, Weight Watchers is undergoing an extensive brand overhaul. This includes a name change to WW housed in a pathetically banal logo. While I appreciate the revitalized refocus, a comprehensive approach to “wellness,” the new logo and name for the company sucks.
I recently railed about a branding overhaul by Best Buy, and how its new logo was akin to being half-pregnant. It was a classic example of not going all the way with a rebrand. It does nothing to change the market.
Weight Watchers name change doesn’t go far enough
To me, the present condition of Weight Watchers or WW is worse than Best Buy. It’s like being just a quarter pregnant – an example of a company being too afraid to let go of the past and fully embrace the new. WW means nothing.
Point being: everyone is still going to call it Weight Watchers. No new identity exists, just a hackneyed idea. Follow this with a stacked W (much like the Volkswagen logo) enshrouded by blue and you have the essence of lame.
This is akin to Kentucky Fried Chicken rebranding as KFC. How’s that working out? People still associate KFC with chicken – which the fast food chain was hoping to get away from – despite the clever adjustment.
In order to grab the guts of the competition you have to move without fear. You must be willing to shed your skin and walk anew. Take on a position and own it in all aspects. With Weight Watchers, members are asked to make entirely new choices to build a better lifestyle for themselves. It’s a damn shame the company that owns such an idea is afraid of doing that itself.
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