Iconic Advantage

Don't Chase the New, Innovate the Old
CD - unabridged
Audio (4 discs)
Product Number: DD36856
Released: Feb 06, 2018
Business Term: Purchase
ISBN: #9781520098326
Narrator/s: Charlie Thurston
Please log in to view pricing


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 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 against market fluctuations. Many of the world's most successful brands have been using it for years. Now, you, too, can benefit from reaching iconic status, whether you're a Fortune 500, a local pizza parlor, or an aspiring unicorn startup.


Please login to view pricing, or register now
Iconic Advantage
Product Number: BX00071090
Product Number:DD36856
Product Number:Z100108304

All formats/editions

Author(s): Soon Yu, Dave Birss
Narrator(s): Charlie Thurston
Product Number Z100108304
Released: Feb 06, 2018
Business Term: Purchase
ISBN: #9781520098340

Professional reviews

"You won't find a better narrator for this type of business book than Charlie Thurston. He's clear-voiced, comfortable with the material, and full of interesting pitch and phrasing patterns that he adjusts to every nuance in the writing. Author Soon Yu and contributor Dave Birss offer coherent insights about how people form deep attachments to iconic brands and products. These products arouse feelings and connections similar to those they have with close friends or relatives. The familiar brands he discusses--Disney, Coca-Cola, Mini Cooper, and others--did not become successful by accident. They poached the appearance, heritage, or some other aspect of brands that were already iconic in our psyche. A valuable lesson on a variety of marketing topics, this audiobook is full of pointed advice on how to create, maintain, and expand iconic status to strengthen customer loyalty. T.W. © AudioFile 2018, Portland, Maine"

Sign up for our email newsletter