Noom wants to be 'the Duolingo of health'

(via Quartz)

Noom is repositioning itself as “the Duolingo of health,” using gamification and behavioral psychology to make healthy habits feel rewarding and easy to stick with. The company launched Noom Med to combine lifestyle coaching with prescriptions for weight-loss drugs like Ozempic, aiming to integrate medical support with motivational tools. By leveraging features like streaks, badges, social pressure, and microincentives, Noom hopes to stand out in the crowded health tech space and improve long-term user retention and outcomes.

Brand Insights → Noom is rebranding itself to feel more like a fun app than a strict health program, using game-like features, like streaks and badges, to keep people motivated. By blending this playful approach with serious tools like weight-loss prescriptions, Noom is positioning itself as both modern and medically credible. This shift taps into today’s culture of quick results and short attention spans, making health feel easier to manage. It tells a new story: getting healthier doesn’t have to feel hard, it can feel like progress.

Uber adds a new type of account with a simpler UI for the elderly

(via TechCrunch)

Uber has launched Senior Accounts in the U.S., offering a simplified app interface for older users with larger text, saved destinations, and ride updates for family members. The feature allows family account managers to handle payments, book rides, and monitor trips for seniors. Users can also add a Medicare Flex card for eligible medical rides, with global expansion planned but no timeline announced.

Brand Insights → Uber’s launch of Senior Accounts is a smart brand move that shows it's thinking beyond its usual young, tech-savvy audience. By designing a simpler, more supportive experience for older adults, and involving their families, Uber positions itself as more inclusive and community-minded. Culturally, it taps into growing awareness of aging populations and the need for accessible tech. Strategically, it tells a story of care and trust, which helps shift Uber’s image from a convenience app to a life-enabler for all generations.

Wells Fargo reaches ‘pivotal milestone’ as the Fed lifts an unprecedented restriction

(via Fast Company)

The Federal Reserve has lifted a 2018 cap that limited Wells Fargo’s assets to $1.95 trillion due to widespread misconduct, including opening unauthorized accounts. The decision follows significant improvements in the bank’s governance and risk management, marking a major milestone for CEO Charlie Scharf’s turnaround efforts. The removal of the cap allows Wells Fargo to pursue growth in areas like credit cards and wealth management, and its shares rose 2.7% in after-hours trading.

Brand Insights → This moment is a turning point in Wells Fargo’s long effort to rebuild trust after major scandals damaged its reputation. Strategically, lifting the asset cap signals that regulators believe the bank has cleaned up its act, which helps shift its public image from a rule-breaker to a responsible operator. The timing matters too, it comes when consumer trust in big institutions is shaky, so showing progress matters more than ever. By publicly celebrating this milestone and rewarding employees, Wells Fargo is rewriting its story, from scandal to redemption.

Brand Positioning

Brand positioning is how a company decides to present itself to the world so that people see it a certain way. Think of it like this: if brands were people at a party, brand positioning is how each one chooses to dress, talk, and act so others remember them for something specific. For example, Nike positions itself as bold, athletic, and motivational, it’s not just selling shoes, it’s selling the idea that anyone can be an athlete.

Good brand positioning helps a company stand out from the competition. It’s about figuring out what makes the brand different and better for a certain group of people. That could be price, quality, style, or even a feeling the brand creates. Once that’s clear, the brand uses everything from its logo and ads to the way its customer service talks to people to reinforce that image.

Basically, brand positioning is the story a company tells the world about who it is and why it matters, and it needs to be simple, believable, and consistent. When done right, it helps people quickly understand what the brand stands for and why they should care.

At Projekts Workshop, we help brands find their voice, sharpen their story, and show up with purpose.

We design and run newsletter strategies that align your message, voice, and content—delivering consistent, audience-focused stories across email and social. And we build brand strategies that connect positioning, messaging, and visual identity into one cohesive, lasting story.

Whether you’re building, rebuilding, or growing, we’re here to help you do it with clarity, confidence, and consistency.