Soon Yu

ARTICLES

• FORBES: Playing Hard To Get Makes Others Play Harder – Leveraging Good Friction For Exclusivity

• FORBES: Some Pain, With Plenty Of Gain – How A Little Bit Of Friction Goes A Long Way

• FORBES: Good Friction Builds Rapport - The Secret Ingredient That Melted The First Cold War

• FORBES: The CMO’s New M.O.—How Dana Marineau Is Building A Culture Of ‘Optimism’ At Rakuten

• FORBES: The CMO’s New M.O.—How Ashish Prashar Is Using Digital Transformation To Design A More Human Future

• FORBES: The CMO’s New M.O.—How Digitas CMO Michelle Tang Is Leading The Way On Hybridization

• FORBES: Dancing With Digital Giants: Building Brands In The Age Of Digital Oligopolies

• FORBES: The CMO’s New M.O.—How VaynerX CMO Andrea Sullivan Is Helping Marketers Lead With Speed, Honey And No B.S.

• FORBES: The CMO’s New M.O.—Campbell’s Linda Lee Brings Courage And Comfort When Consumers Need It Most

• FORBES: The CMO’s New M.O.—Campbell’s Linda Lee Brings Courage And Comfort When Consumers Need It Most

• FORBES: The CMO’s New M.O.—How Bed Bath & Beyond’s Cindy Davis Is Making It Easier To Feel At Home

• FORBES: The CMO’s New M.O.—How Rob Giglio’s Back-To-Basics Approach Is Broadening DocuSign’s Reach And Relevance

• FORBES: The CMO’s New M.O.—How Tim Ellis Is Extending The Influence Of The NFL Beyond The Game

• FORBES: The CMO’s New M.O.—How Clayton Ruebensaal Of American Express Is ‘Helping Small Businesses Do More Business’

• FORBES: After Turning The Ripe Age Of 21, What’s Next For Salesforce?

• FORBES: The CMO’s New M.O.—How 3M’s Remi Kent Wins With Vulnerability And Courage Against The ‘Other Pandemic’ Of Racial Injustice

• FORBES: The CMO’s New M.O.—How Fernando Machado Is Making The Whopper Even More Iconic

• FORBES: Facebook And NPS Are Out—Instead Look To Build Virtual Brand Communities

• FORBES: Smashing The ‘Cristal Techo’ (Glass Ceiling) For Millions Of Latinos

• FORBES: The CMO’s New M.O.—Glenn Thomas, Former CMO Of GE Healthcare, Discusses Whether The Pandemic Can Cure Healthcare

• FORBES: How Adding Friction ‘Inside-The-Box’ Leads To Better Experiences

• FORBES: The CMO’s New M.O.—How Henkel’s Patrick Davis Is Helping The Snuggle Bear Shelter In Place

• FORBES: How One Fintech Unicorn Became A Fashion Destination

• FORBES: The CMO’s New M.O.—How Salesforce’s Stephanie Buscemi Is Leading Through ‘Listening’

• FORBES: The CMO’s New M.O.—Catching Up With SAP’s Alicia Tillman

• FORBES: It’s Not Always The Fittest Who Survive, It’s Often The Nimblest

• FORBES: KISS Your NPS Good-bye

• FORBES: Does the Company Stink From The Top?

• FORBES: A Masterclass in Iconicity (With A Side of Fries)

• FORBES: “The Inauthentics—Ignoring the Value of Values”

• Who Really Owns Your Brand?

• FIRSTPOST. Start-ups take note: Iconic brands bank on compelling story-telling in their quest for glory

• Super Bowl Ads Winners and Losers - Mash-ups Lead the Way

• Keep Your Sole Forever Young - How Vans Creates Iconic Advantage® Even After 50, published on BulldogDrummond.com

• The Making Of An Icon - Manifesto

• 'Don't Chase the New, Innovate The Old': Four Lessons from Nike