Did you ever see the Subway commercial with Jared?

He lost 240 pounds in a year eating Subway and walking to the Subway store…

What’s interesting about that
amazingly successful Subway ad is that it is an
excellent example of reframing a business.

Subway is a fast food business but with the Jared ad they reframed their business as a weight loss business.

They used the marketing strategies of the weight loss industry…the before and after photo, the diet plan, the story of a successful dieter.