on weight watchers’ new name: why simplicity isn’t so simple

Is Weight Watchers’ name change the right brand strategy? On the heels of Weight Watchers’ recent rebrand, Adweek published a scathing critique, calling the rebrand “directionless and forced.” The renaming from Weight Watchers to WW got the most criticism. Now, on one hand, Weight Watchers had the right idea. Like Dunkin’ Donuts’ recent simplification to Dunkin’, these household brand names underwent brand-surgery to get leaner.