WeightWatchers rebranded as 'WW'

[ScreamingValenta]

www.bbc.co.uk/news/business-45625191 I just wondered what people thought, as the WeightWatchers brand is long-established and successful. I think most people use them with the primary aim of losing weight, then maintaining a healthy weight, so the name seems apt - 'WeightWatchers' simply implies awareness of weight (not even necessarily losing weight). WW apparently isn't intended to stand for anything. I can't understand why they've chosen to do this. Any thoughts? (Apologies for text wall; I'm suffering from the problem with inserting line breaks)

ScreamingValenta It seems like a silly piece of rebranding to me (or arrogance because they are already confident people will use them). And I'm also suffering from an inability to press enter. I thought it was my phone but it's only using the MN mobile site.

Looks like bullshit marketing speak to me.

The carriage return problem seems to be affecting multiple posters MaisyPops .

Apart from anything else, WW takes twice as long to say as Weightwatchers!

Completely daft. Could have worked with pretty much any other combination of letters, but double-you-double-you is ridiculous. I work in branding and cannot believe they've done this!

My guess is that people will go on calling it 'WeightWatchers' anyway.

I’ve also had the line break problem this afternoon.

And I don’t see the point of the rebrand. Doubleyoudoubleyou doesn’t roll off the tongue as easily as Weightwatchers.

Another point is that it's not particularly distinctive. 'WW' sounds like the first part of a URL. WW also calls to mind WWF (both the nature fund and wrestling).

WubberWubber rhymes with FlubberFlubber! Rather unfortunate.