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Soon Yu (born August 5, 1965) is an Asian-American speaker, an adjunct professor at The New School's Parsons School of Design and an author of 'Iconic Advantage' (February 6, 2018, distributed by Simon & Schuster). He has been featured in The Wall Street Journal, Washington Post, Entrepreneur Magazine, and New York Times.

Early Life
Soon received his BS in Electrical Engineering from the University of California, Davis and 1988 and his MBA from Stanford University in 1993.

Career
He has served as the Global VP of Innovation and as a Corporate Officer for VF Corporation from 2010 to 2016. Prior to working at VF Corporation, he has also worked at The Clorox Company as Brand Manager, Customer Marketing Group Manager and General Manager, and as an Associate Consultant at Bain & Company. Other positions held were CEO and founder of Gazoontite.com and General Manager at Chiquita Brands International.

Accolades and Awards
He has received a Webby Award, Favorite Website Award, Dope Award and Northern California finalist for the Ernst & Young “Entrepreneur of the Year” award.

Books

 * Soon Yu, Dave Birss (February 6, 2018). Iconic Advantage: Don't chase the new, innovate the old. Savio Republic. ISBN 978-1682615409

Articles

 * Soon Yu (July 2, 2018). Who Really Owns Your Brand? Chief Executive. ChiefExecutive.com
 * Soon Yu (May 19, 2018). Start-ups take note: Iconic brands bank on compelling story-telling in their quest for glory. First Post. Firstpost.com
 * Soon Yu (April 2, 2018). Keep Your Sole Forever Young. Bulldog Drummond. Bulldogdrumond.com
 * Soon Yu (March 28, 2018).  'Don't Chase the New, Innovate the Old': Four Lessons From Nike. Marketing Profs. marketingprofs.com

EVERYTHING ELSE WAS ON LINKEDIN, SEEMED SELF-PROMOTIONAL / SELF-PUBLISHED RIGHT?

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= Iconic Advantage Book page: = ISBN NUMBERS:


 * ISBN-10: 1682615405
 * ISBN-13: 978-1682615409

Iconic Advantage is the first book written by Soon Yu, American Writer and speaker, with Dave Birss, published on February 6, 2018 by Post Hill Press and distributed by Simon & Schuster. The book explores how companies, businesses and brands can build iconicity by increasing noticing power, staying power and scaling power through a step by step process.

Background
Yu developed the idea when trying to answer the questions around "what makes some brands iconic and others not, and what makes brands that were once iconic fall out of favor and fade away."

Reception
800ceoread included Iconic Advantage on their Business Books to Watch in February 2018 list.

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