Scott Bedbury is a leading creative strategist and author, renowned for shaping the formative years of global brands like Nike and Starbucks. His career has centered on the principles of category disruption, brand trust, and purpose-driven marketing. His insights, distilled from decades of high-stakes corporate leadership, offer a practical framework for building authentic, enduring brands that resonate with a global audience.
At Nike, where he served as Global Advertising Director, Bedbury oversaw the launch of the iconic "Just Do It" campaign, a decisive move that repositioned the struggling brand for a broader, more inspirational market. He then joined Starbucks as Chief Marketing Officer, playing an integral role in transforming the regional coffeehouse chain into the globally recognized "Third Place" between home and work. Under his leadership, Starbucks rapidly accelerated its international expansion and became a definitive case study in experiential marketing with minimal advertising spend.
Since leaving the corporate sector in 1998, Bedbury established his consulting firm, Brandstream, advising a diverse roster of clients, including Airbnb, Apple, Google, and Kaiser Permanente. His continued relevance is affirmed by the success of his book, A New Brand World, which has been recognized as one of the "100 Best Business Books of All Time" by CEO-READ. He is also focusing on his forthcoming book, which addresses the crucial challenge of building and preserving corporate and personal trust in an increasingly skeptical world.
As a speaker, Scott Bedbury shares candid, behind-the-scenes accounts of these transformative years at two of the world’s most recognizable companies. He provides audiences with actionable takeaways on leveraging corporate culture, fostering innovative thinking, and understanding the evolving dynamics of brand trust. His presentations are invaluable for leaders seeking to move beyond traditional marketing tactics to establish a purpose-driven, category-disrupting presence in their respective markets.
