ICONIC ADVANTAGE Don't Chase the New, Innovate the Old

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 [Published: APRIL 2018]