The challenge for Weight Watchers was repositioning itself and creating a forwardfocused diet plan for the 21st century while staying true to the mission initially established by Jean Nidetch, Weight Watchers' founder. The brand needed to remain relevant and, at the same time, pursue additional medium to longterm initiatives, such as reaching out to new market segments.7 How could Weight Watchers retain market leadership while staying hip, relevant, and preemptive? While Weight Watchers had made the effort to introduce new products for several years and had been in the process of shifting its strategic focus from narrow to broadbased differentiation, the question still remained whether the company could stay true to its core values, mission, and models and, at the same time, embrace effective expansion.