Scott Bedbury is recognised as one of the world’s top marketing and branding experts.
Bedbury has helped build some of the most respected brands today, including Nike, Starbucks and Airbnb.
Scott has spoken in over 30 countries on best practices that have defined a dozen iconic brands he has worked with.
In 2002 he published “A New Brand World” (Viking Press).
Scott joined Nike in 1987 to help reposition a struggling niche athletic brand, in third place behind Reebok and addidas.
In 1988 Scott directed the launch of Nike’s ‘Just Do It‘ campaign.
The ‘Just Do It‘ campaign shifted Nike towards the inspirational brand we see today.
Over the next 7 years, Nike established one of the most creative and unified global brand campaigns in business history.
In 1995 Bedbury joined Starbucks to help Howard Schultz expand the four-hundred store coffee house chain in 14 US cities.
As Chief Marketing Officer, he helped transform one of the world’s oldest commodities into a warm and welcome “third place” between home and work for millions every day, establishing an experiential marketing case study now studied around the world.
In three years, Starbucks increased store openings from one per week to three per day!
Starbucks now operates over 22,000 stores, in over 50 countries, still adhering to the core brand positioning created in the mid 90’s.
Scott left Starbucks in 1998 and has since advised leaders of Airbnb, Apple, Facebook, Google, P&G, Coca-Cola, NASA, Samsung, Casper Sleep, Ferrero, Microsoft, Starwood Hotels, Tellme Networks, Russian Standard, the US Navy, The North Face, Corona, and VWAG.
Since 2011 Scott has served as a strategic adviser to Brian Chesky, Co-Founder and CEO of Airbnb.
Scott has helping guide Airbnb into what has become one of the world’s most valuable and fastest growing private brands.
Scott Bedbury splits his time between Bend, Oregon and Bainbridge, Washington and is working on his next book.