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

Creating an iconic brand — like Apple, BMW, or Nike — requires more than great design and technological breakthroughs. According to Soon Yu, the former Global VP of Innovation at VF Corporation, when something is iconic, it has three simple qualities: Distinction, relevance, and universal recognition.

“There are a lot of great companies that have learned how to harness this idea of what I call iconic advantage,” says Yu. “It’s not that they don’t innovate the new. They do. They do chase some shiny objects, but they double down on where they’re already strong, where they’re already making money — on the franchises that oftentimes in businesses people tend to neglect.”

At VF Corp., the publicly-held company that owns brands like North Face, Vans, Timberland, and JanSport, Yu was involved with bringing new innovation practices to the company and helping strengthen the organization’s innovation processes and culture.

... continued ...

Gated Article Promo

Read the rest of the article ... and give IL a test drive!

Complete the form below for a 3-day trial of Innovation Leader, including access to case studies, research excerpts, live calls, and other resources. Got questions? Get in touch »
SEE INNOVATION LEADER IN ACTION!
Watch this quick video to see the main benefits of Innovation Leader membership.
 
Innovation Leader
What Is Innovation Leader?
Are you responsible for creating new growth in a large organization? We've got you covered. IL members get full access to our research, articles, case studies, live events, webcasts & conference calls, downloadable resources and more. Become a member »

Case Studies, Articles
Members-only online access to articles, case studies, best practices, video tutorials, more.
RESEARCH REPORTS
Exclusive reports on topics including metrics, benchmarking, labs, compensation, and more.
IL Events LIVE EVENTS
Member discounts to our one-of-a-kind, loved-by-participants live learning events.
Il Resources RESOURCE CENTER
Dozens of downloadable checklists, innovation frameworks, spreadsheets, and dashboards.
Learn More & Become a Member