About Speaker Scott Bedbury…
Scott Bedbury is recognized as one of the world’s top creative strategists for helping shape brands like Nike, Starbucks, Kaiser Permanente and Airbnb in their coming-of-age years. Since publishing A New Brand World in 2002, chosen three times as CEO-READ’s “100 Best Business Books of All Time”, he has shared his experiences in brand leadership, category disruption, innovation, brand trust, corporate culture, experiential marketing and insights across 30 countries.
Scott joined Nike in 1987 as Global Advertising Director to help reposition a struggling number three brand for mostly young male jocks as a more relevant and ageless inspiration for the rest of the world. Together with a tiny 28-person Portland, Oregon advertising agency, Wieden and Kennedy, he drove the launch of the “Just Do It” campaign, one of the most successful marketing campaigns in history. Rarely spoken, those three otherwise pedestrian words and the stories they anchored have forever changed how we think of the swoosh.
In 1995, Scott joined Starbucks as Chief Marketing Officer to help CEO Howard Schultz transform his regional American coffeehouse chain and one of the oldest commodities into a warm and welcome “Third Place” between home and work for millions. With less than 1% of Nike’s marketing budget, Starbucks increased store openings from per week to three per day in 36 months, opened its first international stores and became the definitive case study for experiential marketing, product innovation, EX (employee experience), and the power of a purpose-driven brand.
In 1998, Scott left the corporate world to write his first book, to speak and establish Brandstream, a consulting firm that advised Airbnb, Apple, Casper Sleep, Coca-Cola, Corona, Facebook, Ferrero/Nutella, Google, Kaiser Permanente, Microsoft, NASA, North Face, the U.S. Navy, P&G, Samsung, Starwood Hotels, Tellme Networks and VWAG. Scott’s next book, to be published by Penguin Random House in 2020, will help corporations and individuals build and preserve trust in a post truth age of unreason. He divides his time between Bainbridge Island, Washington and his client retreat facility, Brookswood Lodge, in Bend Oregon.
