1. After visiting the new WW site and reading the article, identify and describe the external forces (i.e., societal norms/values, consumer preferences and mindset shifts, competitive offerings (including new ways of seeing health, etc.) that caused ‘diet programs’ to go into the decline stage.
2. What does ‘repositioning’ mean? Why did WW ‘reposition’ and rebrand WW? Include the new name and slogan in your discussion. What types of associations did they want potential consumers to have regarding the brand? Examples might relate to wellness and a typical user of the services.
3. Refer to the 3 types of brand strategies at the top of week 5. Which is WW? House of brands, branded house, or hybrid?
Use these links for questions 1 & 2: