Iconic Advantage®: Don't Chase the New, Innovate the Old by Soon YuMy rating: 3 of 5 stars
Simple, often to the point of repetitiveness. When you think of iconic brands, you often think of products that everyone knows. I appreciated that this book spends a lot of ink considering iconic service as well. The book provides guidance and examples of how many companies have positioned their products or their services as iconic, including discussion of some tactics that are not universally cheered (such as being a proponent of celebrity endorsements). Interesting, especially for those aspiring marketers whose products and services could be managed into this level of market recognition.
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