Claudia Kotchka
"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."
Roger Martin
"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."
Iris Yen
"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."
Adam Grant
"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."
Wen Hsieh
"Iconic Advantage is even more important for startups than it is for established brands and large companies."
Chip Heath
"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."
APRIL 2018 - AudioFile
You won’t find a better narrator for this type of business book than Charlie Thurston. He’s clear-voiced, comfortable with the material, and full of interesting pitch and phrasing patterns that he adjusts to every nuance in the writing. Author Soon Yu and contributor Dave Birss offer coherent insights about how people form deep attachments to iconic brands and products. These products arouse feelings and connections similar to those they have with close friends or relatives. The familiar brands he discusses—Disney, Coca-Cola, Mini Cooper, and others—did not become successful by accident. They poached the appearance, heritage, or some other aspect of brands that were already iconic in our psyche. A valuable lesson on a variety of marketing topics, this audiobook is full of pointed advice on how to create, maintain, and expand iconic status to strengthen customer loyalty. T.W. © AudioFile 2018, Portland, Maine
