Exploring authenticity in diversity branding: A case study of Weight Watchers’ “For Every Body” rebranding campaign
(2024) SKOM12 20231Department of Strategic Communication
- Abstract
- The landscape of strategic communication has undergone significant transformations in recent years, driven by progressive societal trends and changing consumer expectations. One increasingly prominent trend is a greater emphasis on diversity in brand communication strategies. A challenge lies in incorporating diversity into branding strategies while authentically appealing to myriad stakeholder groups. Organizations must navigate a minefield of stakeholder expectations and cultural sensitivity while maintaining a convincing appearance of authenticity. This thesis aimed to develop nuanced insights into the intersection of diversity branding, authenticity, and myriad stakeholder groups in the branding context by conducting a case study on... (More)
- The landscape of strategic communication has undergone significant transformations in recent years, driven by progressive societal trends and changing consumer expectations. One increasingly prominent trend is a greater emphasis on diversity in brand communication strategies. A challenge lies in incorporating diversity into branding strategies while authentically appealing to myriad stakeholder groups. Organizations must navigate a minefield of stakeholder expectations and cultural sensitivity while maintaining a convincing appearance of authenticity. This thesis aimed to develop nuanced insights into the intersection of diversity branding, authenticity, and myriad stakeholder groups in the branding context by conducting a case study on the Weight Watchers rebranding campaign of 2018. Through a thematic narrative analysis of the campaign’s press releases, TV commercials, and quarterly earnings calls, the study gleaned insights into WW’s conveyance of authenticity, how it attempted to overcome diverse stakeholder needs, and how WW’s approach to incorporating diversity in its brand reflects the interplay between authenticity, organizational objectives, and the power of social influence. The analysis found strong similarities between WW’s approach to conveying authenticity and Walter R. Fisher’s conceptualization of how humans make decisions in the narrative paradigm—indicating narrative is an effective tool for strategic communication, and its timelessness is a testament to how impactful it can be. Finally, the analysis grounds the insights in a discussion of the implications of narrative’s potency regarding authenticity, organizational objectives, and the power of social influence. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9173855
- author
- Ahlqvist, Louisa Caroline LU
- supervisor
- organization
- course
- SKOM12 20231
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- rebranding, narrative theory, narrative paradigm, investor communication, thematic narrative analysis, Weight Watchers, strategic communication, brand communication, stakeholders
- language
- English
- id
- 9173855
- date added to LUP
- 2024-10-01 09:12:17
- date last changed
- 2024-10-01 09:12:17
@misc{9173855,
abstract = {{The landscape of strategic communication has undergone significant transformations in recent years, driven by progressive societal trends and changing consumer expectations. One increasingly prominent trend is a greater emphasis on diversity in brand communication strategies. A challenge lies in incorporating diversity into branding strategies while authentically appealing to myriad stakeholder groups. Organizations must navigate a minefield of stakeholder expectations and cultural sensitivity while maintaining a convincing appearance of authenticity. This thesis aimed to develop nuanced insights into the intersection of diversity branding, authenticity, and myriad stakeholder groups in the branding context by conducting a case study on the Weight Watchers rebranding campaign of 2018. Through a thematic narrative analysis of the campaign’s press releases, TV commercials, and quarterly earnings calls, the study gleaned insights into WW’s conveyance of authenticity, how it attempted to overcome diverse stakeholder needs, and how WW’s approach to incorporating diversity in its brand reflects the interplay between authenticity, organizational objectives, and the power of social influence. The analysis found strong similarities between WW’s approach to conveying authenticity and Walter R. Fisher’s conceptualization of how humans make decisions in the narrative paradigm—indicating narrative is an effective tool for strategic communication, and its timelessness is a testament to how impactful it can be. Finally, the analysis grounds the insights in a discussion of the implications of narrative’s potency regarding authenticity, organizational objectives, and the power of social influence.}},
author = {{Ahlqvist, Louisa Caroline}},
language = {{eng}},
note = {{Student Paper}},
title = {{Exploring authenticity in diversity branding: A case study of Weight Watchers’ “For Every Body” rebranding campaign}},
year = {{2024}},
}