In the Age of Disruption, the business climate changes at an unprecedented rate.  Daily, we feel our focus drawn to new strategies, technologies and frameworks promising to change things forever.  We read stories of emerging businesses breaking down previously impermeable markets, shop in stores without walls, wade through endless reviews and connect with communities around the globe.   The danger of our disruptive time is focusing on innovation while losing sight of what is at the core of good business. Trust, connection, consistency and service will always trump any new bright and shiny business object. UnBranding is about focus.  Not losing sight of good business in the name of looking innovative. Choosing to be right, first - over simply being first.  Solving our market's problems with quality products and services, acting ethically and building community and communication systems we can be proud of.  UnBranding is about maintaining your brand voice, navigating and thriving within these disruptive times.