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Scott Bedbury Biography

Scott A. Bedbury (born October 3, 1957) is an American branding consultant. He is CEO of Brandstream, a global branding firm with offices in the Seattle, Washington area and Co-Founder and Chairman of Upstream Research, a disruptive analytics startup. He is perhaps best known for his groundbreaking work as Nike Advertising Director (1987–94) including the launch of the “Just Do It” campaign and for serving as Starbucks' Chief Marketing Officer (1995–98) during its formative years.

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Scott Bedbury Quotes

For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you can only guide and influence it.

Defined, Feelings, Forever, Guide, Mind

Advertising, if it is any good, should help to confirm what already is, not what should be.

Advertising, Already, Confirm, Good, Helping, Should

A great brand is a story that's never completely told.

Brand, Branding, Brands, Completely, Stories, Story

A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.

Appreciation, Business, Create, Inspirational, Metaphorical, Stories

The best brands never start out with the intent of building a great brand. They focus on building a great – and profitable – product or service and an organization that can sustain it.

Building, Focus, Intent, Organization, Service

Branding is everything - and I mean everything.

Branding, Everything, Mean

A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It's an emotional connecting point that transcends the product.

Connecting, Decision, Emotional, Powerful, Taps, Transcends

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Marc Lamont Hill

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Bernie Kosar