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Iconic Advantage: Don’t Chase the New, Innovate the Old
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Cave Henricks Communications
512-519-9875 or firstname.lastname@example.org
Unlocking the Power of an Iconic Brand is Focus of New Book: ICONIC
AUSTIN, Texas, Feb. 6, 2018 —Cave Henricks Communications announces the launch of the
Amazon best seller Iconic Advantage: Don’t Chase the New, Innovate the Old (Savio Republic;
February 2018; hardcover) by Soon Yu.
In Iconic Advantage, Yu argues that too many companies are enamored with the new while
overlooking significant value locked away in existing products. Yu urges organizations to rise
above the speed of consumption by taking an existing asset and turning it into a more
distinctive, relevant and universal product—making it iconic.
The current trend towards disposability is leading to commoditized markets, reduced profits
and a drive to quantity over quality. But iconic properties deliver up to three times the profit
and double the volume of other properties. In Iconic Advantage, Yu explains how to spot the
iconic value in existing products and how to develop effective new properties. Further, he
explains how to analyze one’s product range to find the hidden features that can become the
core of a brand and how to create instant recognizability.
“Many people believe iconic brands become successful by accident, but that’srarely the case,”
says Yu. “I felt there was a need to shine a light on the intentional steps organizations take to
reach iconic status that not only lead to greater profit but ensure brands cherish the customers
who love them.”
This is Yu’s first book. He is an international speaker on innovation and design and an adjunct
professor at the Parsons School of Design. Yu most recently served as Global VP of Innovation
at VF Corporation, parent organization to over 30 global apparel companies, including The
North Face, Vans, Timberland, Nautica and Wrangler.
For more information, please visit www.soonyu.com.
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