One of the two books, Positioning or Immutable Laws of Marketing, also mentioned that the companies that have switched their positioning have destroyed their ex

One of the two books, Positioning or Immutable Laws of Marketing, also mentioned that the companies that have switched their positioning have destroyed their existing brand and recreated it in a different way. I think that Google and all the major tech companies are re-positioning themselves as technology companies rather than search, ecommerce, hardware, etc.