title: Lessons in de-branding. To revitalize a well-known brand, sometimes you have to take it apart.
authors.affiliation: davis.amy@mayo.edu
authors.forename: Amy L
authors.initials: AL
authors.lastname: Davis
mesh_terms: D015285:Hospital-Patient Relations; D006770:Hospitals, Group Practice / Q000458:organization & administration*; D006801:Humans; D007857:Leadership; D008389:Marketing of Health Services / Q000379:methods*; D008910:Minnesota; D009275:Names; D009936:Organizational Innovation; D010565:Persuasive Communication; D011357:Product Line Management / Q000379:methods*; D014481:United States