S03.EP12 - Friction in Branding with Soon Yu
JUST Branding
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The Importance of Creating Timeless Relevance
In VF when I look at our top 14 iconic brands and products out of 6000 products, those 14 represented 35% of our revenue and 40% of our profit. Those generally had almost like anywhere from five x to 10 x to sometimes 100 x the profitability of all the other brands. The book talks about their, it's a simple framework. There's three things that you want to focus on. First is noticing power. Does your brand have any noticing power? Does it stand up? Is there something that helps you distinguish this brand versus the competition? And then lastly, okay, so I talked about staying power. So the second one is notice power, staying power. And the
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