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

Published on 2/8/2018
For additional information  Click Here


Media Contact:
Kimberly Petty
Cave Henricks Communications

AUSTIN, Texas, Feb. 8, 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’s rarely 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

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