Scott Bedbury

Scott Bedbury
Born Scott A. Bedbury
(1957-10-03) October 3, 1957
Eugene, Oregon, U.S.
Education University of Oregon
Occupation Branding consultant
Website Brandstream

Scott A. Bedbury (born October 3, 1957) is an American branding consultant. He is CEO of Brandstrea, a branding firm with offices in the Seattle, Washington area and co-founder and chairman of Upstream Research, an analytics startup.[1] He was Nike's advertising director (1987–94), and Starbucks' chief marketing officer (1995–98) during its formative years.

Early career and education

In 1980, Bedbury graduated from the University of Oregon’s School of Journalism and Communication (SOJC) with a Bachelor of Science in Journalism. The University of Oregon Alumni Association named him an Outstanding Young Alumnus in 1997.[2]

Nike

Bedbury began his nearly seven-year career with Nike in 1987 as worldwide advertising director.[3]

In 1988, Bedbury and Nike agency Wieden & Kennedy launched "Just Do It", a global campaign that helped move the company from distant third to number one.[4] The “Just Do It” campaign opened up the access point to the brand and made it more ageless, more relevant and more multi-cultural.[5] In 1989, Bedbury’s work with the Nike-Women’s Fitness Campaign diversified the audience further, "repositioning Nike as a meaningful brand to women."[6]

Starbucks

When Bedbury joined Starbucks as its chief marketing officer in 1995, it was a regional coffee company based in Seattle, WA.[3] Bedbury and CEO Howard Schultz worked to transform the company into a global brand where coffee would mean something more than a daily routine.[3] In his first year, Bedbury helped launch Frappuccino and open Starbucks' first international stores in Japan.[4] Bedbury worked with former Nike and Starbucks insights director, Jerome Conlon, to create the "Third Place" positioning, which is described as, "not home (1st place) or work (2nd place) it’s somewhere in between, a public hang out."[7]

Brandstream

Bedbury left Starbucks in 1998 and started his own branding consulting firm, Brandstream.[8]

Between 2011 and 2013, Bedbury served as advisor to Airbnb CEO, Brian Chesky.

Accolades

Bedbury speaks at conferences, events, and universities and has been represented by speakers bureaus around the world such as Speak Inc,[9] Keynote Speakers,[10] Robinson Speakers,[11] PSFK.[12] He has been a keynote speaker in more than 20 countries.

In 2012, Advertising Age ranked Bedbury in the top ten clients bringing “guts and innovation to the business” .[13]

A New Brand World

Bedbury published his first book, A New Brand World in 2002.[14] It is in the 800ceoread.com list of top 100 sales and marketing books.[15]

References

  1. ↑ "Team". Upstream Research™. Retrieved 11 September 2018.
  2. ↑ Tim Gleason (2003). "Scott Bedbury '80". University of Oregon School of Journalism and Communication Hall of Achievement. Archived from the original on 2006-11-14.
  3. 1 2 3 "Verðmætin felast í uppbyggingu innan frá". www.mbl.is. Retrieved 2015-12-21.
  4. 1 2 "Scott Bedbury | LAUNCH". www.launch.org. Retrieved 2015-12-21.
  5. ↑ "Mixing Art And Science To Achieve Brand Leadership In The 21st Century [PSFK CONFERENCE SAN FRANCISCO] - PSFK". PSFK. 2012-10-21. Retrieved 2015-12-21.
  6. ↑ "Nike, Wieden + Kennedy women's ad campaign broke new ground 20 years ago". OregonLive.com. Retrieved 2015-12-21.
  7. ↑ "5 Things I Learned Building The Starbucks Brand". Branding Strategy Insider. Retrieved 2016-01-01.
  8. ↑ "About Brandstream". Company website. 2002.
  9. ↑ "Scott Bedbury - Book Keynote Speaker Scott Bedbury from Speak Inc for your next event! - SpeakInc - You Ask We Listen". www.speakinc.com. Retrieved 2016-01-01.
  10. ↑ "Scott Bedbury - Speaker Profile". keynotespeakers.com. Retrieved 2016-01-01.
  11. ↑ "Scott Bedbury Speaker — Robinson Speakers Bureau". www.robinsonspeakers.com. Retrieved 2015-12-21.
  12. ↑ "Scott Bedbury, Brandstream: Mixing Art And Science To Achieve Brand Leadership - PSFK". PSFK. 2014-03-30. Retrieved 2016-01-01.
  13. ↑ "Hats Off to These 10 Forward-Thinking Clients". adage.com. Retrieved 2015-12-21.
  14. ↑ "A New Brand World by Scott Bedbury, Stephen Fenichell | PenguinRandomHouse.com". PenguinRandomhouse.com. Retrieved 2015-12-21.
  15. ↑ "SALES AND MARKETING". 800ceoread.com. Retrieved 11 September 2018.
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