Rebrands: Look before you leap


Rebrands: Look before you leap

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Uber and Carlsberg were two brands that opted for a new look in 2018, but undergoing a revamp can entail many challenges—and not just from an IP perspective, as WIPR finds out.

In September 2018, Weight Watchers faced a wave of backlash on social media when it announced it would be rebranding and changing its name to WW.

Opinions were in one of two courts: people were confused, or they just weren’t buying it.

The company’s president, Mindy Grossman, said: “WW was becoming the world’s partner in wellness,” but when probed by the BBC in an interview, she could not say what the new name stood for.

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