Naperville Business Law Attorney Discusses Rebranding of Weight Watchers

weight watchers, Naperville business lawyersFor more than 50 years, Weight Watchers has been a leading name for those looking to control their eating habits and to drop a few pounds. The company—thanks in large part to its alliterative name—is among the most recognizable in an industry that also includes brands like Nutrisystem, Jenny Craig, and Beachbody. This week, Weight Watchers announced that the brand, like so many of its clients, was getting a makeover.

As a business law attorney, I understand the importance of changing with the times. It is also crucial for a company to stay fresh, vibrant, and in touch with the needs of its customer base. While only time will tell, officials for Weight Watchers are hopeful that losing the “weight” will pay off in the long run.

A New Name and Vision

As of this week, Weight Watchers is no longer using the two-word name for the company. On Monday, company officials announced that it would be known as simply “WW.” A new tagline was also introduced: “Wellness that Works.”

Mindy Grossman, president and CEO of WW, expressed that the change was intended to keep up with a culture that emphasizes “self-care” over traditional dieting. In fact, the rebranded company’s vision statement makes no reference to diet or weight whatsoever. The new version of the company will continue to offer the points-based weight loss system that made it famous in the first place, but Grossman said that WW should be more than just a “short-term solution.”

Media mogul Oprah Winfrey owns more than 8 percent of WW shares and sits on the company’s board. She echoed Grossman’s sentiments. “The role WW can play in people’s lives goes far beyond a number on the scale,” she said. “We will continue to inspire people not only to eat well, but to move more, connect with others, and continue to experience the joys of a healthy life.”

A Mixed Reception

In the wake of the announcement, share prices for the public traded company went up by more than 4 percent. Overall the prices are up 65 percent over the same time last year. Since Oprah bought in three years ago, share prices have increased by over 1000 percent.

However, there have also been some skeptics making noise on social media about the change. Many believe that the rebranding is superficial and “that ‘wellness’ is an empty buzzword.” Critics suggest that the company has done—and will continue to do—very little toward helping clients actually understand nutrition. Instead, according to one Twitter user, the WW points system has made customers “stay dependent on [the company] & [its] fuzzy math for fear of leaving & gaining all the weight back.”

Speak With a Business Law Attorney

If you are thinking about rebranding your company, an experienced Naperville business lawyer can help you consider all of the details and possible consequences. Contact The Gierach Law Firm to schedule a confidential consultation with a member of our team today. Call 630-756-1160 for an appointment.

 

Sources:

St. Louis Post-Dispatch

CNN Money

Washington Post