Scott Bedbury

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Scott Bedbury is a former advertising executive for Nike and Starbucks, he is currently a freelance brand consultant, a member of the Board of Directors for Jones Soda, and CEO of Brandstream Inc.

Contents 1 Early career and education 2 Nike 3 Starbucks 4 Brandstream 5 A New Brand World 6 Awards and accolades 7 References

[edit] Early career and education

Mr. Bedbury was born in Eugene, Oregon in 1957. He studied Journalism at the University of Oregon and graduated with a Bachelor of Arts in 1980. After graduating, Bedbury became a product manager for a small food company, but soon moved to "Cole and Weber Advertising" as an account executive.

[edit] Nike

In 1987, Bedbury left the agency business to become Nike’s worldwide advertising director.^[1] During his time spent 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. In addition, Bedbury also oversaw the “Just Do It”, "Air Jordan", "Bo Knows", and many other campaigns which 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, which supports community recreation programs and facilities and encourages young people to participate in sports.

[edit] Starbucks

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

[edit] Brandstream

Scott Bedbury returned to consulting and writing in 1998, establishing Brandstream,^[2] 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, Oregon. 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 Auto Group, Kaiser Permanente, Grupo Modelo, Outback Steakhouse, NASA and Jones Soda. Speaking engagements for Mr. Bedbury have included various forums in South Africa, United Arab Emirates, Columbia, Western Europe, Russia, Australia, Brazil and Mexico.

[edit] 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; internationally known management consultant Tom Peters wrote that it helped him understand why Bedbury is “perhaps the greatest brand maven of our time.”

[edit] Awards and accolades

Bedbury was inducted into the American Advertising Federation’s Hall of Achievement in 1996. The University of Oregon Alumni Association named him Outstanding Young Alumnus in 1997.^[3]

[edit] References