Soon Yu and I worked together many years ago at Clorox and reading this book brought back memories of intense discussions related to the brand we were building and the challenges at hand. This book is a good reminder that not all innovation has to be completely new and that there is power in innovating with the old.

This book is about the power of brands and explains how you may be able to create an “Iconic Advantage” by creating or developing your brand to the iconic level where consumers really care because it “goes beyond a superficial connection to its audience and taps into aspirations and beliefs of who its audience wants to be”. Think Apple or Harley.  Soon’s book helps you identify the elements that can help develop an iconic strategy for your brand, helping to ultimately grow and innovate from a place of strength.

It can be found on Amazon.