Rebranding: Patience is a Virtue

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By: Kaitlin T. Gallucci

Rebranding is a delicate process, especially for a brand like Weight Watchers whose product is, in essence, a way of life — consumers have been living by the brand’s iconic POINTS program since 1997. Due to modern advancements in nutritional science, the POINTS program needed to evolve, but the move from “POINTS” to “PointsPlus” involved much more than a name change.

The brand took nearly three years preparing for the rebrand. As Vice President of Marketing Cheryl Callan explained, “We were something that we are not usually — which is kind of patient… We couldn't have pulled off this level of synchronization across the entire organization and the attention to detail [had we launched earlier].”

By taking the time to train 19,000 meeting leaders on the new program and engaging numerous influential dieticians, Weight Watchers was able to launch its rebranded PointsPlus program a year ago well prepared for any potential challenges. Having that patience paid off — the launch of the rebranded program has been credited with contributing to the company’s boost in revenue in 2011.

Gap, Netflix: patience is a virtue.

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About the Author

Kaitlin T. Gallucci is a marketing strategist, copywriter, and blogger located in New York. Get in touch by visiting her website or following her Twitter.

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