Background
Bedbury, Scott Allen was born on October 3, 1957 in Eugene, Oregon, United States. Son of Allen Lee and Mary Alice (Fengler) Bedbury.
(What does it really take to succeed in business today? In...)
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
http://www.amazon.com/gp/product/0142001902/?tag=2022091-20
Marketing Officer Chief Executive Officer of Brandstream
Bedbury, Scott Allen was born on October 3, 1957 in Eugene, Oregon, United States. Son of Allen Lee and Mary Alice (Fengler) Bedbury.
In 1980, Bedbury graduated from the University of Oregon’s School of Journalism and Communication (SOJC) with a Bachelor of Science in Journalism.
He is perhaps best known for his groundbreaking work as Advertising Director (1987-1994) including the launch of the “Just Do lieutenant” campaign and for serving as " Chief Marketing Officer (1995-1998) during its formative years. The University of Oregon Alumni Association named him Outstanding Young Alumnus in 1997. Bedbury began his nearly seven-year career with in 1987 as Worldwide Advertising Director.
He worked closely with Chief Executive Officer Philosophy Knight to transform the company from exclusive sports products for elite athletes to an inclusive company catering to everyone’s inner athlete.
In 1988, Bedbury and agency Wieden & Kennedy launched “Just Do lieutenant," a global campaign that helped move the company from distant third to number one. When Bedbury joined as its Chief Marketing Officer in 1995, it was a regional coffee company based in Seattle, Washington. Bedbury and Chief Executive Officer Howard Schultz worked to transform the company into a global brand where coffee would mean something more than a daily routine.
In his first year, Bedbury helped launch Frappuccino and open " first international stores in Japan. Bedbury worked with former and 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." Bedbury left in 1998 and started his own branding consulting firm, In his position as Chief Executive Officer, he began work with national and international clients such as P&G, Coca-Cola, Google, Corona, National Aeronautics and Space Administration, Facebook, Visa, Starwood Hotels, T-mobile, Volkswagen AG, Mars, the Obama Administration and Airbnb.
As of 2014, Bedbury had helped more than 30 Fortune 500 companies and was working on three startups "one that could be huge." Between 2011 and 2013, Bedbury served as advisor to Airbnb Chief Executive Officer, Brian Chesky.
Bedbury and his team helped Airbnb define its vision, values, and positioning. In 2011, Airbnb was valued at $1.2 billion. Today, Airbnb is valued at more than $26 billion United States with more than one million listings across 191 countries.
(What does it really take to succeed in business today? In...)
Loaned executive, Seattle United Way, 1986. Member Ad 2 (president Portland chapter 1984), American Advertising Federation (president Portland chapter 1984).
Married Sammi Leann Jackson, October 8, 1984. 1 child, Nicholas.