Bayern Munich president Uli Hoeness wants the club to stop using the phrase "Mia san Mia" until they end their trophy drought.
Bayern have now gone two years without silverware, having finished runners-up in the Bundesliga, DFB-Pokal and Champions League last season, and are desperate to bring an end to Borussia Dortmund's recent dominance in Germany.
Hoeness has now said that "Mia san Mia", which translates as "We are who we are", should not be used again until Bayern get back to winning ways.
"There was a bit too much said with these words in recent years and it was published everywhere too often," he told the Tz newspaper. "I believe that we should only publish it again when we are back at the very top. You have got to be successful, then you can talk about it."
Hoeness also said that director of sport Christian Nerlinger was always due to be replaced by Matthias Sammer this summer, regardless of whether Bayern had ended the campaign with trophies.
"He knew that I had been thinking about a change for months," Hoeness said. "I never left him in the dark. The change would have been made anyway."