Board not bootable after reflashing

I tried to use ‘swiflash’ on real Linux PC (not VM)
I see device in ‘lsusb’ and ‘dmesg’ but got
“No device connected”
I saw Unable to reflash with swiflash
but I have Ubuntu 16.04.3 LTS – so kernel should work.
do I need additional kernel modules to load?

I tried swiflash

but still got same error after reboot.
please do not set this thead as ‘solved’
board was braking by following official instructions ! there was not specified that ‘this is not applicable wo WP77xx board’ !!

please open new question and not on a solved question.