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

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

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

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

Hardcover

$25.00 
  • SHIP THIS ITEM
    Qualifies for Free Shipping
    Choose Expedited Shipping at checkout for delivery by Friday, March 22
  • PICK UP IN STORE
    Check Availability at Nearby Stores

Related collections and offers


Overview

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 is one of them.

Iconic Advantage® is a different approach that allows companies to leverage what they already have to create lasting differentiation and deeper relationships with their customers. It generates disproportionate levels of profit and protects you against market fluctuations. Many of the world’s most successful brands have been using it for years.

Now, you can benefit from reaching iconic status, whether you’re a Fortune 500, local pizza parlor, or an aspiring Unicorn startup.

Product Details

ISBN-13: 9781682615409
Publisher: Savio Republic
Publication date: 02/06/2018
Pages: 208
Product dimensions: 5.40(w) x 8.30(h) x 1.00(d)

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 UK’s largest ad agencies. That has led to him working with many of the world’s biggest brands across most media channels. He’s a respected speaker and writer on creativity and innovation. In 2016, Dave founded OpenForIdeas.org, a popular online magazine focused on demystifying creativity. He’s also a television broadcaster, a patented inventor, an illustrator, and a musician.

Table of Contents

Chapter 1 The Importance of Being Iconic 1

Chapter 2 The Case for Iconic Advantage® 17

Chapter 3 Creating Noticing Power 34

Chapter 4 Developing Staying Power 58

Chapter 5 Building Scaling Power 90

Chapter 6 Laying the Foundation for Iconic Advantage® 117

Chapter 7 Capturing Your Iconic Brand Language™ 133

Chapter 8 Activating Iconic Advantage® 150

Chapter 9 Final Thoughts 170

Acknowledgments 177

Endnotes 181

From the B&N Reads Blog

Customer Reviews