Rave Reviews: Soon Yu's best-selling book "Iconic Advantage"

Innovation expert Soon Yu has released his first book Iconic Advantage to rave reviews and on the Amazon best-seller list. Adam Grant says "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."

In Iconic Advantage, Soon takes a look at some of the world’s largest brands to uncover the secrets of creating iconic properties and maximizing the value they create. Further, he reveals to readers the universal principles of iconicity—creating noticing power, enhancing staying power and driving scaling power—to immediately unlock iconic value in their existing products and stack the odds in their favor in developing new properties.

Check out more on the book and get your copy here on Amazon!