Berlin Asong has been lecturing in Strategic Management since 2007. His particular focus is on the struggle for firms to stay competitive in a highly disruptive marketplace. With a background equally split between market research and r&b, Berlin has built up a unique insight into the contemporary music business.
Berlin’s path to ICMP begins with his role in the r&b group the Last Night Crew. Upon their dissolution in the early 2000s, he left to join leading international market research firm TNS plc. At TNS, Berlin conducted numerous market studies for organisations including Diageo, Home Office, Pfizer, Nokia, BBC, Gillette, Barclays, BT, Tesco and Vodafone.
Today, he is one of the leading experts on music marketing, promotion, and brand management.