Diet Lifestyle F-Factor Built Its Brand by First Changing Its Name

"Dieting feels punitive," says founder Tanya Zuckerbrot

“Dieting feels punitive,” says F-Factor founder Tanya Zuckerbrot. That’s why she calls her brand a lifestyle, not a diet. And even though there is no shortage of weight-loss plans out there, including some billion-dollar brands, Zuckerbrot says F-Factor stands alone and doesn’t have competition.

In this week’s edition of I’m With the Brand, host Ian Wishingrad gets to the meat of the F-Factor, the brand’s goals for growth, areas for improvement and Zuckerbrot’s mantra for leading her brand: “When you take care of the needs of others, God takes care of your needs.”

Editor: Nick Gardner

@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.