Scott Bedbury

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Scott Bedbury
SCOTT BEDBURY headshot.jpg
Born (1957-10-03) October 3, 1957 (age 61)
Eugene, Oregon, U.S.
EducationUniversity of Oregon
OccupationBranding consultant

Scott A. Bedbury (born October 3, 1957) is an American branding consultant. He is CEO of Brandstream, a branding firm, and co-founder and chairman of Upstream Research, an analytics startup.[1] He was Nike's advertising director from 1987–1994, and Starbucks' chief marketing officer from 1995–1998.

Education[edit]

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]

Career[edit]

Nike[edit]

Bedbury began his career with Nike in 1987 as worldwide advertising director.[3] In 1988, Bedbury and Nike's advertising 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[edit]

Bedbury joined Starbucks as its chief marketing officer in 1995 in Seattle, Washington.[3] Bedbury and CEO Howard Schultz worked to transform the company into a global brand.[3] In his first year, Bedbury helped launch the 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[edit]

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

Between 2011 and 2013, Bedbury served as an advisor to Airbnb CEO Brian Chesky.[citation needed]

Accolades[edit]

Bedbury has appeared at conferences, events, and universities and has been represented by speakers bureaus around the world including 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[edit]

Bedbury published his first book, A New Brand World in 2002.[14]

References[edit]

  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. ^ a b c "Verðmætin felast í uppbyggingu innan frá". www.mbl.is (in Icelandic). March 3, 2011. Retrieved December 3, 2018.
  4. ^ a b "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. ^ Brettman, Allan (April 13, 2015). "Nike, Wieden + Kennedy women's ad campaign broke new ground 20 years ago". OregonLive.com. Retrieved 2018-12-04.
  7. ^ Conlon, Jerome (October 9, 2015). "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.