July 02, 2019

Jon Mandell of WW (Formerly Weight Watchers) - Reimagining a Brand

40 minutes

How a dynamic rebrand of Weight Watchers in both name (to WW) and a focus on community, impact, and wellness is reimagining a brand into the future. Jon Mandell, SVP, Membership Marketing and Global Ecommerce of WW (formerly Weight Watchers) joins Rob Sanchez, Marc Raco, and guest host Joe Yakuel (Agency Within).To hear more from speakers like Jon and Joe, check out CommerceNext on July 31st & August 1st in NYC.

In this episode:

What the WW rebrand means for the company, and how a focus on overall health and wellness along with partnerships with DJ Khaled and Kevin Smith is pivoting the brand towards a younger generation

How WW is helping members make healthy choices with meals through the Freestyle plan and showing how to build healthy meals and by offering smarter snacks

John’s experiences with WW as a member before joining the company

The challenges of conveying the value of the products and goods WW sells to members without it coming off like a sell or a necessity to being a member of the program

The extensive look in the mirror that was a part of the WW rebrand, and the changes made both to the program and the product offerings to reflect the changes in what accounts to wellness and health in 2019

The tools that WW has at its disposal to get feedback to improve the program; studios led by WW coaches, and Connect, a closed social group within the WW app mean to support and uplift members

Ways WW is looking to move into the food delivery and meal kit realms through partnerships with brick and mortar chains to carry meal kits and brands like Blue Apron, to further WW’s ability to help people who want to take control of their wellness

Finding a balance between utilizing scientific studies to prove the benefits of the WW and cutting through the marketing noise without making the claims seem inflated

Why the universality of the message of a sustainable dieting program that works makes targeting marketing less of a concern

WW’s barcode scanning app functionality and how finding broad partnerships with grocers most WW members have access to is essential to maintaining their engagement with the app

Other incentives attached to the WW app, such as “wins” and other ways to build up points that are social in nature and not strictly tied to dieting

Plus, we get to know some of John’s early inspirations that laid the foundation for his focus on growth and expansion at WW, and what kind of food he wishes was under 5 points

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By MouthMedia Network

3.8

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