In this short video, Professor Lukas compares companies with an "over-reliance on engineering" and those with an "over-reliance on brand".

He points to how British car manufacturers have, in the past, emphasised the brand, but sometimes failed to deliver on the engineering until "the wheels fell off" the motor industry and these iconic brands were bought out by overseas firms. 

On the other hand, he warns of the dangers of focussing too much on engineering and allowing a brand to become "inauthentic".