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Iconic Advantage: Don’t Chase the New, Innovate the Old

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for immediate release media contact kimberly

FOR IMMEDIATE RELEASE

Media Contact:

Kimberly Petty

Cave Henricks Communications

512-519-9875 or kim@cavehenricks.com

Unlocking the Power of an Iconic Brand is Focus of New Book: ICONIC

ADVANTAGE

austin texas feb 6 2018 cave henricks

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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