Xerox is a case study on how to Fritter away your brand. In addition to Laser Printers, they helped invent object-oriented programming, local area networking, and graphical user interfaces. Today they don’t really make money on any of those things.
Kind of like Kodak(another Rochester company) invented the digital camera, which put them out of business.
Steve Jobs toured Xerox in Palo Alto and saw PARC a precursor to his development of the Mac. Xerox employees had proposed that their company market their computer OS. NY said, no we’re a repo machine company. Had they done so Apple would probably not be around today, beaten to the market by Xerox.
And they also passed on an opportunity to own the Fax patent, I seem to recall.