ON THE JOB. Role at Iconoculture: Lead strategist for Asia, focusing on the powerhouse markets of Greater China, Japan and Korea Consumer trend expert on: Pop culture, globalization, technology, social networking, games and leisure, emergent identities, healthcare Specialized services: Brand value analysis, values mapping, persona construction, visualization tools, cultural immersion Recent Iconoculture projects: Cultural Zeitgeist: “The Centerless World”; “Unpacking Brand America” (white paper and public webcast); “Stages and Ages: Generations, Lifestages and the Global Consumer” (Global Report and webcast); “Millennial Media” (special presentation) Known around the office for: Getting ridiculously little sleep
ON THE RECORD. Home base: Brooklyn, NY Alma mater: Harvard University Degrees: BA in Psychology Years in the field: 19 Joined Iconoculture in: January 2006 Previous experience: VP and general manager, Cultural DNA; principal partner, Factor, Inc.; CEO and founder, aMedia, Inc. Brand background: MTV Networks; Novell, Inc.; Comcast; Hong Kong Trade Development Council; Taiwan Tourism Bureau; Pepsico; Honda Motors; Dalian Shide Group Extra credit: “Asian Pop” columnist for San Francisco Chronicle. Featured contributor for Conde Nast Portfolio, Salon.com, WNYC, Washington Post, Spin and Vibe. Authored four books: Secret Identities (forthcoming, 2009); Once Upon a Time in China; I Am Jackie Chan: My Life in Action (coauthored with Jackie Chan); Eastern Standard Time. Little-known fact: Former contestant on Who Wants to Be a Millionaire?; got married in the stadium of the Staten Island Yankees
JEFF SAYS... Watch these trends: America’s new motto (“We’re number three!”); mainstream media becomes a utility (like electricity and gas); smart environments replacing smart gadgets (which have already replaced smart people) Recognize these markets: Multiracial consumers; New Globalists; “aspirational Asians”; online tribes Read this research: “The Centerless World” (Cultural Zeitgeist project), “Unpacking Brand America” Know these buzzwords: BRIC, Chindia, Hallyu, Otaku, self-shifting, WOMBAT
Corinne Asturias
