Transform Live NA: How Bang & Olufsen made the spec war irrelevant

Somebody in your category is beating you on specs. You can't outspend them and you can't out-feature them. Bang & Olufsen faced Apple and Bose with eroded equity and a century of heritage. Fazer's Todd Irwin and Thomas Laplaige show how the De-Positioning Methodology turned that heritage into a brand positioning that nobody can take.