Weekend Reading: “Iconic Advantage” By Soon Yu

 In Marketing Strategy

For the 161st episode of The Marketing Book Podcast, I interviewed Soon Yu, co-author with Dave Birss of Iconic Advantage: Don’t 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 an 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.

A bit more about the book…


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