CAREERS: Q&A with Miguel Bernas

<p>Job title: General manager, marketing and communications, CNBC </p><p>Asia-Pacific </p><p><BR><BR> </p><p>What is your greatest work achievement? </p><p><BR><BR> </p><p>Oddly enough, what I consider my greatest achievement was from an </p><p>earlier stage in my career - I used to write a weekly political/social </p><p>commentary column for a Manila newspaper in the early 1990s. </p><p><BR><BR> </p><p>Philippine politics was in a new age back then and I felt I was able to </p><p>say a few things that needed to be said. (I was younger and more </p><p>idealistic then). </p><p><BR><BR> </p><p>What would be your dream brand to work on and why? </p><p><BR><BR> </p><p>I've been lucky to have handled what I imagine many people consider </p><p>"dream" brands - MTV and CNBC - but given a choice I would have to say </p><p>Star Wars. </p><p><BR><BR> </p><p>Many people think of it simply as a film title but, make no mistake, it </p><p>is clearly among the strongest brands in the world. And "Jedi Knight" is </p><p>a great title to have on a business card. </p><p><BR><BR> </p><p>What would you do if you weren't in marketing? </p><p><BR><BR> </p><p>When I was asked in college what I wanted to be when I grew up, I said </p><p>Beastie Boy. I still do. </p><p><BR><BR> </p><p>What was your big break? </p><p><BR><BR> </p><p>Probably being hired by the Manager publishing group. It was the job </p><p>that landed me in Hong Kong and introduced me to media in </p><p>Asia-Pacific. </p><p><BR><BR> </p><p>Who was your mentor and how did this person influence you? </p><p><BR><BR> </p><p>I can't think of one person whom I'd call my mentor. I think you </p><p>actually learn the most from your worst bosses; they provide you with </p><p>roadmaps of what not to do when you become a manager. </p><p><BR><BR> </p><p>Is there a secret to your success? </p><p><BR><BR> </p><p>A wise man once said that when something goes wrong ask yourself: "What </p><p>did I learn?" (Actually it was the magician Merlin from T.H. White's The </p><p>Once and Future King.) </p><p><BR><BR> </p><p>What advice would you give to the next person to do your job? </p><p><BR><BR> </p><p>Although a news brand, the CNBC name carries with it a lot more than </p><p>what other news brands aspire to. Those unique traits should be embraced </p><p>in all your marketing efforts. </p><p><BR><BR> </p><p>What are you currently reading that will help you in your job? </p><p><BR><BR> </p><p>The Onion (www.theonion.com). Ya gotta love the news industry! </p><p><BR><BR> </p><p>Who is the business person you most admire and why? </p><p><BR><BR> </p><p>George Lucas. (Anyone surprised?) He founded and built a multi-billion </p><p>dollar media empire from scratch ... and he doesn't even have to deal </p><p>with shareholders. </p><p><BR><BR> </p>