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Iconic Advantage: Dont Chase the New, Innovate the Old
Review 'This book explains why some brands are built to last and others seem doomed to perish. It's a framework that every marketer can put into play right away.' (Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with Sheryl Sandberg)'Great brands are truly iconic...but creating one is as much science as it is art. This book teaches you the key ingredients so you can create your own Iconic Advantage.' (Claudia Kotchka, Former VP of Design Innovation & Strategy, Procter & Gamble)'Having built a $2 billion pipeline of innovation for brands like Van's, Timberland, The North Face, and Wrangler, Soon understands how to create iconic products...if you aspire for you brand or products to be iconic, read this book.' (Chip Heath, NYT bestselling author of Switch and Made to Stick, Professor, Stanford Graduate School of Business)'Icons are critical strategic assets for brands and companies. This book offers deep insights on how to establish timeless distinction and relevance, and builds a compelling case for all companies, from Fortune 500 to venture-backing startups, to focus their resources on building greater iconicity.' (Iris Yen, Global VP of Strategy, Nike)'Iconic Advantage is even more important for startups than it is for established brands and large companies.' (Wen Hsieh, General Partner, Kleiner Perkins Caufield Beyers)'Soon has an uncanny ability to take mysteries and turn them into heuristics. He's done it on innovation and design, and now with Iconic Advantage.' (Roger Martin, author of Playing to Win and Former Dean of the Rotman School of Business) Read more About the Author Soon Yu is an international speaker and author on innovation and design. He most recently served as the Global VP of Innovation and Officer at VF Corporation, parent organization to over thirty global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. He has been a founder and CEO for numerous venture-backed startups and was recognized as a Northern California finalist for the prestigious Ernst & Young Entrepreneur of the Year award. Prior to this he worked at Bain and Company, The Clorox Company, and Chiquita Brands, where he won company-wide awards for best advertising, best promotion, and best new product, and gained industry recognition from the Webby Award, Favorite Website Award and Dope Award. He frequently guest lectures at Stanford University, where he received his MBA, and is an adjunct professor at Parsons School of Design. Dave Birss is a former advertising creative director who has worked for some of the UKs largest ad agencies. That has led to him working with many of the worlds biggest brands across most media channels. Hes a respected speaker and writer on creativity and innovation. In 2016, Dave founded OpenForIdeas.org, a popular online magazine focused on demystifying creativity. Hes also a television broadcaster, a patented inventor, an illustrator, and a musician. Read more
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