Products aren't the company

Teenage Engineering, a company that makes synths, announced they’re no longer making synths.

They said the products aren’t the company.

“Then what IS the company?!” cried many.

A company is a group of people.
A brand is a story with a host. A product is an expression of that story, by that group of people.

When a company says the products aren’t the company… they’re right.

A company doesn’t even need products to be profitable (though they certainly help).

Great example of how the rules aren’t set in stone, it’ll be interesting to watch what they do next.