Past tense verb. When a company launches a poor marketing campaign, often in the name of wokeness, social justice, DEI, that results in catastrophic sales figures.
"Did you hear about Target selling tuck-swimsuits and satanic merch?"
Make a move that makes no sense that does nothing but set you back and does not appeal to your audience. Usually done in light of political correctness/virtue signaling.
Target really bud lightify (lightified) their company when they unveiled their male genitalia exposing swimsuits