RECENT PRESS

• Just Branding Podcast: Friction in Branding with Soon Yu

• Customer Think: Embrace a Dose of Good Friction

• Startup Nation: Eliminating Friction is Bad for Business. Embrace A Dose of Good Friction Instead.

• The eCom Ops Podcast: Building a Timeless and Iconic Brand with Soon Yu

• The Retail Podcast: Bob Phibbs and Soon Yu

• CEOWORLD Magazine: Adding Value by Making Your Customers, Patients, and Staff Work for It

• American Marketing Association: How Do Brands Become Iconic?

• Inc.com / Stanford Business: The Secrets of Staying Power

• Hartford Business.com "How To Keep Old Brands Fresh"

• Marketing Insider Group : Weekend Reading "Iconic Advantage"

• Higher Ed Marketing: Friday Five: Building brand equity, the ‘Iconic Advantage’ way

• Chief Executive: Who Really Owns Your Brand?

• Iconic Advantage by Design Create the New by Innovating the Old... - The Manufacturer Magazine

• Bob Morris Blogging on Business : Iconic Advantage Review

• 800CEORead : Business Books to Watch in Feb 2018 - Iconic Advantage

• ChangeThis: The Making of an Icon by Soon Yu

• Unlock Your Elearning Differentiator & Iconic Advantage - WBT Systems

• Bringing the Outside In, by Karen O'Leonard - Willis Towers Watson

• Failing Forward: A Front End of Innovation Webinar - SmartOrg

• Unlock Your E-learning Differentiator & Iconic Advantage - WBT Systems

• Moments that Matter...Make Yours Iconic with Soon Yu - Constellation Research

• It's Not Easy Being Iconic - Knect375

• 6 takeaways from OmniShopper Conference 2017 - Alex Zhu

• The Business Times : WEEKEND INTERVIEW

• Disrupt Wisely; Distinguish Strategically: Learnings from 2017 OmniShopper

• International Enterprise Singapore: 4 Thing's To Know About Asia's Digital Wave

• The Market Research Blog : How Magic Moments Make Distinctive Brands

• Scott Kirsner - Soon Yu on innovation in apparel, retail, and consumer goods

• Innovation Leader - Creating Iconic Advantage: Soon Yu Talks Innovation at VF Corp, Changes in Retail

• Continuum - "Your Role Is to Make Sure That Your Consumers Are All In for Your Products" The Resonance Test

• Soon Yu's Great Confession: Fail to Innovate

• Channel Partners: How To Make Your Business Iconic

• MarTech Advisor: Interview with Soon Yu, Former Global VP, Innovation at VF Corporation

• The Iconic Advantage. An Interview with Soon Yu, former Global VP Innovation VF Corp

• Cut the Platitudes and Chase 'Iconicity'

• How To Make Your Business Iconic

• Creating Iconic Advantage: Soon Yu Talks Innovation at VF Corp, Changes in Retail

• The Creativity Cultivator Podcast with Justin Brady

• How to Sell Your Ideas in the Boardroom

• What I want to be when I grow up

• My most “Epic Failures”

• Art and Science Leads to Iconic Products

• How Fear Can Be Your Innovation Trump Card

• Motivating the Corporate Elephant to Innovate

• How VF Went Outside, Added Billions to its Business