Mobile dreams and mobile brands. Disruptive technologies and their effect on branding

There is a lot of discussion about disruptive technologies and their effects on brands and branding. In the last decade we have learned about brands that became global players pushing established brands off the imaginary throne of the kingdom of brands. Arguably the most famous case is that of the mobile phone industry: Qualcomm with its brand Snapdragon became a global leader of chips used in mobile devices, the standard chip in most Android phones, …