When companies depart from what makes their brand special, they are off brand. Disappointment arises in the emotions of customers, employees, and other stakeholders. Here’s one example. Off brand Boar’s Head is a premium deli meat and cheese company. The purported advantage of the brand’s offering is highest quality. The superior quality was so great, it earned a higher price. Once a customer, I now walk past the Boar’s Head refrigerated cabinet at the front of my grocery store. Why? I’m repulsed by its recent actions. At the end of 2024, 10 people died and many others were sickened across 19 states after eating its deli meat. The company then had a massive recall of 71 products and eventually closed its Jarrett, Virginia plant. More than a few companies have product performance blips which are then corrected. But the Boar’s Head issue was…