JEFF YANG
VP, CONSUMER STRATEGISTGLOBAL VIEW
 
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: The Asian American Superhero Anthology; 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