The speaker describes three examples of companies who lost their market dominance because they didn’t focus on the meaning of their brand to customers, and instead placed too much importance on their products and the technology being used to create them.
Lauterborn, R.F. (2018, October 31). How to neglect a strong brand and lose a market: three cases [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved January 20, 2019, from https://hstalks.com/bm/3841/.