ICONIC ADVANTAGE: DON’T CHASE THE NEW, INNOVATE THE OLD

Book ID/图书代码： 08280018C00009

English Summary/英文概要： 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(R) is a different 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.

Now, you can benefit from reaching iconic status, whether you’re a Fortune 500, local pizza parlor, or an aspiring Unicorn startup.

Chinese Summary/中文概要： 现代商业大师们都在为创新、颠覆和创业的需要而哭泣。这种想法很难反驳。这是性感的和令人兴奋的。但这是错误的。

太多的企业被闪亮的新事物迷住了，最终忽视了它们现有产品的价值。也许你的生意就是其中之一。

标志性优势（R）是一种不同的方法，它允许公司利用他们已经拥有的东西来创造持久的差异化和与客户的更深层次的关系。它产生了不成比例的利润，并保护你免受市场波动的影响。许多世界上最成功的品牌多年来一直在使用它。

现在，无论你是财富500强，当地的披萨店，还是一家有抱负的“麒麟”创业公司，你都能从标志性的地位中获益。（WYL）

Awards/获奖情况：“这本书解释了为什么有些品牌会持续下去，而另一些品牌似乎注定要灭亡。这是一个每个营销人员都可以马上投入使用的框架。”——亚当•格兰特，纽约时报畅销书《给与和索取》《原创》，以及《B选择与谢莉尔桑德伯格》的作者

“伟大的品牌是真正的标志性。但是创造是一个和艺术一样多的科学。这本书教给你关键的要素，这样你就可以创造你自己的标志性优势。”——克劳迪娅•科奇卡，宝洁公司的前设计创新与战略副总裁

“为Van’s（梵记）、Timberland（天伯伦）、North Face（北面）和牧人等品牌建立了20亿美元的创新管道，很快就懂得了如何创造标志性产品。如果你渴望你的品牌或产品成为偶像，那就读读这本书吧。”——奇普•希斯，纽约时报畅销书《开创并坚持下去》的作者，斯坦福大学商学院教授

“图标是品牌和公司的关键战略资产。这本书提供了关于如何建立永恒的区别和相关性的深刻见解，并为从财富500强到风险投资创业公司的所有公司建立了一个引人注目的案例，将他们的资源集中在构建更大的图标上。”——艾里斯，耐克全球战略副总裁

“对于创业公司来说，标志性的优势甚至比老牌品牌和大公司更重要。”——谢文，凯鹏华盈普通合伙人。

“很快就有了一种不可思议的能力，可以将谜团转化为启发。他在创新和设计上做到了这一点，现在有了标志性的优势。”——罗杰•马丁，《为胜利而战》一书的作者，曾任罗特曼商学院院长

"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."--Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with Sheryl Sandberg

"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."--Claudia Kotchka, Former VP of Design Innovation & Strategy, Procter & Gamble

"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."--Chip Heath, NYT bestselling author of Switch and Made to Stick, Professor, Stanford Graduate School of Business

"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."--Iris Yen, Global VP of Strategy, Nike

"Iconic Advantage is even more important for startups than it is for established brands and large companies."--Wen Hsieh, General Partner, Kleiner Perkins Caufield Beyers

"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."--Roger Martin, author of Playing to Win and Former Dean of the Rotman School of Business

About the Author/作者介绍： 苏恩•余先生是一位国际演说家，《创新与设计》的作者。

他最近担任了全球创新副总裁，为超过30家全球服装公司的母公司服务，包括北面、梵记、天伯伦、诺帝卡和弗兰格尔。

他曾是众多由风投支持的创业公司的创始人和首席执行官，并被公认获得北加州的“年度企业家”奖。

在此之前，他曾在贝恩公司、高乐氏公司和奇基塔公司工作过，在那里他获得了全公司最佳广告奖、最佳推广奖和最佳新产品奖，并获得了“威比奖”、“最受欢迎的网站奖”和“涂料奖”的业界认可。

他经常在斯坦福大学做讲座，在那里他获得了MBA学位，并且是帕森设计学院的兼职教授。

戴夫•布里斯曾是一名广告创意总监，曾为英国一些最大的广告公司工作。这些经验也促使他在大多数媒体渠道与许多世界上最大的品牌合作。他是一位受人尊敬的演讲者，也是创造力和创新方面的作家。在2016年，戴夫创立了OpenForIdeas.org，这是一家很受欢迎的在线杂志，专注于对创造力的神秘化。他还是一个电视广播员，一个有专利的发明家，一个插图画家，一个音乐家。

Soon Yu is an international speaker and author on innovation and design.

He most recently served as the Global VP of Innovation and Officer at VF Corporation, parent organization to over thirty global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler.

He has been a founder and CEO for numerous venture-backed startups and was recognized as a Northern California finalist for the prestigious Ernst & Young “Entrepreneur of the Year” award.

Prior to this he worked at Bain and Company, The Clorox Company, and Chiquita Brands, where he won company-wide awards for best advertising, best promotion, and best new product, and gained industry recognition from the Webby Award, Favorite Website Award and Dope Award.

He frequently guest lectures at Stanford University, where he received his MBA, and is an adjunct professor at Parsons School of Design. Dave Birss is a former advertising creative director who has worked for some of the UK’s largest ad agencies. That has led to him working with many of the world’s biggest brands across most media channels. He’s a respected speaker and writer on creativity and innovation. In 2016, Dave founded OpenForIdeas.org, a popular online magazine focused on demystifying creativity. He’s also a television broadcaster, a patented inventor, an illustrator, and a musician.

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Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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