Sunderland need to "rebuild" having "lost their identity", according to the club's chief executive Martin Bain.
The Black Cats are bottom of the Premier League, with two points after eight games, and are odds-on with bookmakers to be relegated.
"It's probably lost its identity at times trying to be a club it's not," Bain told the club website.
"The job is to build, almost rebuild. It's apparent that we've got a journey to embark upon."
Bain took over as chief executive in July, replacing Margaret Byrne, who resigned in the wake of Sunderland winger Adam Johnson being found guilty of sexual activity with a 15-year-old.