force reflash

[j_s1066]

hi, does anyone know how to force a reflash from within zune (or any other app?). currently a hard reset isn't an option (this option works but doesn't leave the phone how i want it i.e. completely factory standard) and although running 7720 there is no update for 7740 (have tried the network cable trick but just gives an error all the time even with the cable in).