WW what? Weight Watchers is scrambling to clarify its new name, WW, and mission after a poorly executed rebranding campaign left consumers confused and membership numbers tanking. The 55-year-old company started using the shorter name last year in an attempt to embrace wellness — a buzzy but vague term intended to promote a healthier lifestyle that would attract and retain customers long after they achieved their target weight. The message fell flat with consumers.
While Winfrey is a powerful asset, the company's reliance on her celebrity status also presents a risk."One of the bear criticisms for the stock is that Oprah is the whole reason for the company's success," Bolton Weiser said.
"I think they need to truly reintroduce what this is," Nagel said."I'm not a branding expert, so take it for what it's worth, but they have to find balance between not disenfranchising historical customers and appealing to new customers." Part of Weight Watchers' new strategy includes keeping members longer, even as the company struggled to recruit new members. Grossman said retention continues to track at"well over nine months.
WWE, www., and WWF are the only acceptable WW’s.
Name change was wrong. 'WW' common as World Wide, World Wrestling And a good brand of cattle chutes, squeezes and trailers.
Entertainment Entertainment Latest News, Entertainment Entertainment Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Source: Breakingviews - 🏆 470. / 51 Read more »
Source: MarketWatch - 🏆 3. / 97 Read more »