In Trying to Follow the Wellness Trend, Weight Watchers’ Rebrand Falls Flat

Opinion: WW comes across feeling directionless and forced

Weight Watchers rebranded to WW earlier this week. Weight Watchers

Global weight loss management company Weight Watchers announced this week they renamed to WW, leaving many people confused by the rebrand. The stem of such confusion occurred when the chief executive was unable to explain what the letters WW stood for. They do not stand for Weight Watchers or “Wellness that works,” a phrase the company trademarked, but is instead a marque. Right. A marque of what, exactly?

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Camilla Butcher is a strategist based in the London office of global brand consultancy Siegel+Gale.