Keynote Presentation

    Soon Yu
    International Speaker and Innovation Consultant
    Former Global Vice President, Innovation, VF Corporation


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    Creating Iconic Advantage

    VF is a house of iconic brands, such as The North Face, Van’s, Timberland, Wrangler, and Seven for All of Mankind. And within each of these iconic brands resides classic iconic product franchises, including the yellow Timberland boot, the North Face Denali fleece jacket, and the Cowboy Jeans from Wrangler. Growing iconic brand and product franchises is a conscience and deliberate strategy for success, and requires strong and coordinated design, innovation, and marketing capabilities. It begins by designing for and innovating around the key principles for iconicity - noticing power, staying power and scaling power.

    Come learn how VF is developing new best practices centered on iconic language, franchise management and iconic innovation to fully leverage this competitive advantage. 

    About Soon

    Soon Yu is an international speaker and consultant on innovation and design. His upcoming book, Iconic Advantage, focuses on unleashing the power behind iconic brands. He most recently served as the Global VP of Innovation at VF Corporation, parent organization to over 30 well known apparel companies, including The North Face, Vans, Timberland, Nautical and Wrangler. Prior to this, Soon was a General Manager at Chiquita Brands and The Clorox Company. He has also been a founder and CEO for numerous venture startups and a former consultant at Bain and Company.


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