Marketing in the News 1

     Currently most people (including me) are obsessed with wellness, whether it’s the Instagram influencer who talks about drinking a wheatgrass shot every morning, or Kourtney Kardashian only eating non GMO, gluten free, organic produce, the current trend for most of us is trying to be the healthiest version of ourselves. In an attempt to follow current trends Weight Watchers has decided to rebrands to WW. So what does WW even mean? According to Camilla Butcher at AdWeek “The stem of such confusion occurred when the chief executive was unable to explain what the letters WW stood for.” Even though the rebrading is less than a week old most people are considering it a failure.
     The Value Proposition of Weight Watchers is that anyone can do it no matter their income or where they are physically. The challenge of staying relevant for weight watchers is not becoming easier with the new rebranding. The approach they have taken are not unique at all, over the last three months companies have been using rebranding as a marketing tool (Ihop and Dunkin Donuts).
     If I was the brand manager I would have stayed away from rebranding or at least tried to make it more thought out and planned. Weight Watchers would have benefitted from taking a look at Ihops fake rebranding they did for a promotion of selling burgers at their locations. What I learned from Weight Watchers rebranding is that copying what other brands are doing and following trends probably won’t work for most brands and companies.