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Iconic Advantage®: Don't Chase the New, Innovate the Old

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3.67  ·  Rating details ·  24 ratings  ·  7 reviews
Don’t just chase the new – Innovate the old.

Modern business gurus all cry for the need to innovate, to disrupt, and to act like a startup. It’s hard to argue with that kind of thinking. It’s sexy and exciting. But it’s wrong.

Too many businesses become enamored by shiny new objects and end up overlooking the value locked away in their existing products. Maybe your business
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Hardcover, 208 pages
Published February 6th 2018 by Savio Republic
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3.67  · 
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 ·  24 ratings  ·  7 reviews


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Suzanne
Feb 25, 2018 rated it really liked it
Shelves: business, branding
Iconic Advantage manages to be both an accessible introduction to branding and also a useful exercise in refreshing your thinking about how you can make your brand distinctive and loved. Soon Yu and his writing partner, Dave Birss, say upfront that what they share "isn’t anything particularly new,” but they provide great value by walking you through an easy-to-understand framework for how to make your product or service “iconic.” They’ve packed a ton of interesting insights and case studies into ...more
Danuta Janiszewski
Aug 01, 2018 rated it liked it
Very simple and quick read on understanding why brands need to create an iconic framework around being relevant and distinctive. If you’re an experienced planner/Strategist, a lot of this is not a surprise, nor are the supporting points/texts, but it’s a great 101 for newer strategists or folks who are trying to understand how to give their business more of an edge in a lasting way. Case studies could have been a bit more interesting and varied.
Andrew Careaga
Mar 22, 2018 rated it really liked it
A good introduction to the purpose of branding for those who don’t know and a good reminder for those who do know about branding that it’s about much more than marketing. It’s about creative distinctive, iconic brands that withstand the world of trends.
Sara
Apr 17, 2019 rated it it was amazing
A fresh perspective on marketing -- I highly recommend!
Fiona Zwieb
Apr 02, 2019 rated it it was amazing
A great reference tool for marketers!
Robins Varghese
May 05, 2018 rated it really liked it
3 simple principles , elaborated well to showcase how it works .
Ethan
Oct 11, 2018 rated it liked it
Would have been better with more specific examples
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Soon Yu is an international speaker and best selling author on innovation and design who has been featured in the Wall Street Journal, Washington Post, Entrepreneur Magazine and New York Times.

His upcoming book, Iconic Advantage®, challenges businesses, from Fortune 500 to venture-backed startups, to refocus their innovation priorities on building greater iconicity, and offers deeper insights on
...more