"Soon's session on Iconic Advantage energized my team to continue building greater distinction and deeper relevance for each new innovation we unleash"
- Sunny Kim, Vice President and Head of Samsung Next
"Soon is a master at building iconic brands through innovation and disciplined strategy...something he captures quite elegantly with Iconic Advantage. He pushed our team to become Iconic, even in our first year."
- David Wolfe, CEO
"Iconic Advantage is even more important for startups than it is for established brands and large companies"
- Wen Hsieh, General Partner
"With Soon's leadership, we combined the Iconic power of The North Face, Timberland and Napapijri to create a leading category presence at Breuninger."
- Arne Arens, President
"Keeping Van's relevant yet distinctive is a challenge that Soon embraced when he helped us combine proven design best practices with the latest technologies."
- Jan Van Leeuwen, President EMEA
"Soon had an impact on our team…he packaged up his advice into smaller steps and do-able principles that were easier to remember,making it tangible for us to take action"
- Yoon Kang, Advanced Customer Team
"Soon has helped us develop new IP to create signature moments for our clients…this is a potential game changer for us and our clients"
- Chandra Surbhat, Vice President & Head of CCX
"Soon is one of the most expansive and visionary thinkers I've encountered. He has an amazing ability to inspire others to imagine and pursue 'the never done before' with a strategic and thoughtful approach."
- Susan Kellogg, former President
"By pushing us to collaborate with other Iconic Brands, Soon helped dramatically increase the Iconic status of all brands, with hardly any additional costs…Brilliant!"
- Timo Schmidt-Eisenhart, President EMEA
"I would highly recommend Soon to any business looking for a charismatic, energetic speaker who will energize your team while helping to bring clarity to the key differentiators that help to drive corporate success."
- Lucas Ethier, VP of Marketing
"With Soon's guidance and support, the EASTPAK team has quickly embraced the key lessons behind Icon & Franchise product management…allowing the brand to deliver profitable growth while avoiding ubiquity in the marketplace."
- Stefano Saccone, President
"Soon's take on building iconic brands is both fresh and familiar...something that my teams took to heart as we continue to grow our iconic franchises."
- Barry McGeough, Global Vice President
"By focusing on building our Iconic heritage, Soon helped our team dramatically grow our sales while reducing our complexity."
- Andrea Cannelloni, President
"Soon's relentless push to combine technology with iconic design helped us capitalize on a large unmet consumer need for our new Swing IQ platform."
- Michael Johnson, VP of Strategy
"Soon's support led to a robust innovation platform that included the successful launch of Jade Fushion jeans."
- Carmen Cheng, Former Managing Director, Jeanswear Asia
"Discipline and creativity may seem at odds, but that's exactly the recipe Soon used to develop Kipling's winning innovation strategy and retail store experiences."