Debrand? To remove/strip away/unlearn the accumulated clutter that has gathered around the purpose and meaning of an organisation. All the additions and paraphernalia of previous rounds of tinkering and 'rebranding'.
To unearth or reclaim its fundamental truths - the reasons it exists, the purpose, the why.
To see the wood for the trees.
And in this to rediscover what wrong it was trying to put right, what belief it holds that staff and customers could too.
And then to act in accordance.
If you think the bottom line is your bottom line... It's time for a debrand.
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