I just joined Weight Watchers. Why Weight Watchers and not Jenny Craig, Atkins, or one of the many other dieting plans or services? Weight Watchers has excellent marketing and branding with their points system. The Weight Watchers brand of frozen foods lists these points. However, many other brands of frozen foods list an exchange value which is equivalent to the Weight Watchers points. Look at a competitor’s products and you see the equivalent of the Weight Watchers points values.
Their online site allows you to enter a food and their database lists different brands and their points values. Want to eat out? Check the Weight Watchers site for points values for foods from different restaurants.
In our continuing discussion of the 22 Immutable Laws of Branding, Law #5 is The Law of the Word. Your brand must own a word that stays in the mind of your customers. For Weight Watchers, their word is points. Just google Weight Watchers points. You will find information about Weight Watchers, third party point sites, restaurant information, etc.
Weight Watchers did an excellent job. They got their word on other companies and competitors products.