The 55-year-old company Weight Watchers (a company that offers a diet program to members in over 30 different countries)recently went through a rebranding transformation to reposition themselves in the wellness domain with help from SYPartners.
Similar to how IBM rebranded themselves from International Business Machines into their famous initials, Weight Watchers changed their name to WW. During this process, they also re-articulated their purpose.
What WW stands for
We inspire health habits for real life.
For people, families, communities, the world—for everyone.
To create a world where wellness is accessible to all, not just the few.
Here’s an article on Fortune with an interview from WW’s CEO talking about their brand purpose and the importance of purpose.
You can also find their purpose film on their about page. And if you like to learn a bit more about their CEO and the transformation, here’s an insightful read about Weight Watchers over at New York Times.
I also encourage you to check out their Impact Manifesto, which not only explains their purpose, 3-year goals, and key strategic elements to realize them, but also a purpose filter (a tool for employees to make purpose-driven decisions).
Finding Purpose and Putting it in Action
As I mentioned above, WW worked with SYPartners for the transformation. SYPartners is known for their purpose-centered approach in helping organizations change.
Although I haven’t found any details on how SYPartners helped WW rediscover their purpose, SYPartners chairman and founder Keith Yamashita wrote a short essay titled Finding Your Purpose and Living It in the book, Make Your Mark: The Creative’s Guide to Building a Business with Impact . Though it’s from four years ago the contents are still relevant as ever. The essay covers what purpose is, how to find it and put it in to action. (If you have an Amazon Unlimited account, you can access it for free.)