As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we highlight Korrakot Kulkraisri, Senior Strategist at Superunion Bangkok.
When strategizing for a brand, Korrakot says it’s important to focus on potential customers. “It’s always important for me to remember that brands don’t live in a vacuum – they exist in the real world, and are used by real people with real hopes, dreams, worries, problems.”
Name: Korrakot Kulkraisri
Agency: Superunion Bangkok
Position: Senior Strategist
Current Location: Bangkok
Education: Birmingham City University, Master in Design Management, 2016
How did you get your first break in the industry?
I consider myself lucky to have found a path I fell in love with. After my degree, I began training as an Architect in New York, but found myself eager to do something beyond the grind of routine work, and only working on a single project for at least half a year.
That’s when an opportunity to join a brand agency came up; I got a call from Superunion Bangkok after I submitted my resume, which led to an interesting and exciting interview talking about branding! I never knew that I could be so inspired at 3am in the morning! I thought to myself, “why not, let’s try” and agreed to join the team as a strategist. Today, I’m grateful to say that my little ‘let’s try’ has become a huge passion in life.
What is your personal mantra?
‘Let’s beat yesterday’ is the secret voice in my head I tell myself every day. I try to apply it to all aspects of my life, not just work but also health, life goals, learning, etc. I think it intuitively pushes me to work a little harder than what my brain tells me to.
From what person, place or thing have you drawn your greatest creative inspiration?
Coffee and people buying the coffee! My daily work routine is to grab my laptop from the office and head straight down to the coffee shop. Observing people and imagining them as my brand target on a particular project that I’m working on, gives me lots of inspiration and insight.
It’s always important for me to remember that brands don’t live in a vacuum – they exist in the real world, and are used by real people with real hopes, dreams, worries, problems. I try to incorporate this real-world into the brand strategies and creative solutions we develop for our clients. I know… people watching can sound creepy but I’m trying my best to not look like a one!
What do you love about the job?
To be able to think ‘what if’, and enjoy everything else from that phrase.
What about your job are you not so crazy about?
Less about the job, but I find it challenging when people don’t open their heart enough for creativity to come in. The world would be a much better place if we could make room for more creativity.
What is some work you’ve done that you’re most proud of?
There are big names I feel honored to have worked with such as Top Thai Banking, National Lottery, and many international brands. But to choose one, I would go with my very first branding project working at Superunion, which was for B2S book and stationery store. We developed the new concept of a ‘Passion Library’, to inspire a passionate generation. On its opening day, I still remember standing in front of the store with my big smile, like a proud daddy.
If you had to choose another career what would it be?
A dancer! It’s my other true passion and one that’s always charging my life energy.