Scott Bedbury

Scott Bedbury is an American advertising executive formerly associated with Nike, Inc. and Starbucks. He is currently a freelance brand consultant, a member of the Board of Directors for Jones Soda, and CEO of Brandstream, Inc. Bedbury was the marketing executive behind Nike's "Just Do It" campaign, and the rebranding of Starbucks. [ [http://www.accessmylibrary.com/coms2/summary_0286-18811533_ITM Q&A with Scott Bedbury: PMA 2005 Official Business Session speaker Scott Bedbury shares the secrets of brand development.] ] [ [http://www.marketingweb.co.za/marketingweb/view/marketingweb/en/page71627?oid=87497&sn=Marketingweb%20detail Scott Bedbury on branding SA] ]

Early career and education

Bedbury was born in Eugene, Oregon in 1957.Fact|date=July 2008 He studied journalism at the University of Oregon and graduated with a Bachelor of Arts degree in 1980.Fact|date=July 2008 Bedbury was inducted into the American Advertising Federation's Hall of Achievement in 1996.Fact|date=July 2008 The University of Oregon Alumni Association named him Outstanding Young Alumnus in 1997.cite web |url= http://jcomm.uoregon.edu/awards/hoa/index.html |title= Scott Bedbury '80 |author= Tim Gleason |work= University of Oregon School of Journalism and Communication Hall of Achievement |date= 2003] After graduating, Bedbury became a product manager for a small food company, but soon moved to "Cole and Weber Advertising" as an account executive.Fact|date=July 2008

Nike

In 1987, Bedbury left the agency business to become Nike's worldwide advertising director.cite web |url= http://www.fastcompany.com/realtime/philly/sbedbury.html |title= Scott Bedbury |work= Fast Company |date= 1995] During his time at Nike, the brand underwent rapid growth, and overtook Reebok and Adidas to become the number one athletic apparel provider world-wide, grossing in excess of $5 billion dollars annually.Fact|date=July 2008 In addition, Bedbury also oversaw the "Just Do It", "Air Jordan", "Bo Knows", and many other campaigns that won dozens of major advertising awards, and helped shape the Nike brand image. Aside from athletic advertising, Bedbury also further developed the company's commitment to community with the P.L.A.Y. (Participate in the Lives of America's Youth) campaign,Fact|date=July 2008 which supports community recreation programs and facilities and encourages young people to participate in sports.

Starbucks

In 1994, Bedbury left Nike to pursue writing a book, and spending more time with his wife and two children.Fact|date=July 2008 Bedbury sent chapters of his book-in-progress to CEOs at major corporations in the Pacific Northwest, including Starbucks CEO Howard Schultz,Fact|date=July 2008 who hired Bedbury to help reinvent the current marketing and advertising position of Starbucks. When Bedbury joined the company, Starbucks had 350 stores; in three years the company grew to include several thousand stores, grocery products, and a partnership with United Airlines.Fact|date=July 2008 In 1996, Starbucks expanded into the Japanese market.Fact|date=July 2008

Brandstream

Scott Bedbury returned to consulting and writing in 1998, establishing Brandstream,cite web |url= http://www.brandstream.com/about.html |title= About Brandstream |work= Company website |date= 2002] a global brand development company, and the Fricken Company, a parent of Brandstream. The companies have offices in Kirkland, Washington and a think-tank located in Eugene. Brandstream provides a range of services, from global brand development projects to corporate training and speaking engagements. Current and past clients include; Coca-Cola, Russian Standard, Volkswagen Group, Kaiser Permanente, Grupo Modelo, Outback Steakhouse, NASA and Jones Soda.Fact|date=July 2008 Speaking engagements for Bedbury have included various forums in South Africa, United Arab Emirates, Colombia, Western Europe, Russia, Australia, Brazil and Mexico.

"A New Brand World"

Bedbury also authored "A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century", Published by Viking Press in 2002. Reviewers noted Bedbury's holistic approach to branding as well as his wit and wisdom;Fact|date=July 2008 internationally known management consultant Tom Peters wrote that it helped him understand why Bedbury is "perhaps the greatest brand maven of our time."Fact|date=July 2008

References

External links

* [http://www.globalleadersevents.com/event-speakers/scott-bedbury.cfm Summary biography from Global Leaders]