Throughout its history, the biblical counseling movement has experienced various periods of “rebranding.” Jay Adams first called his counseling approach “nouthetic counseling,” derived from the Greek word “noutheteo,” meaning to “admonish, correct, or instruct.”[1] In 2013, a leading biblical counseling association “rebranded” from the National Association of Nouthetic Counselors (NANC) to the…

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