Thanks so much for the compliment! I think this is definitely something that any organization needs to think about right now. Every organization needs to figure out exactly what they are "for". Maybe revisit their mission statement and make sure it's still true. Strip away the layers of "something for everyone", in order to reveal their true value proposition (awful as that phrase is) and build their brand personality based on that. Simplify to enrich, as Hugh Macleod said.