A brand is a story that is always being told.” ~ Scott Bedbury, Author, Creative Thinker, Speaker, Adman
Scott Bedbury’s name is forever linked to two of the world’s biggest and best-known brands: Nike and Starbucks. At Nike, Bedbury was instrumental in creating the highly successful “Just Do It” campaign, that we all know helped catapult Nike into the global brand it is today.
In his well-written book: “A New Brand World”, Bedbury offers many case studies from each throughout the book. At Nike, he lead the company’s advertising efforts — in partnership with the famed advertising agency, Weiden + Kennedy — for seven years between 1987 and 1994. During this time, Nike’s sales grew from around $800 million to over $10 billion annually. Then, beginning in 1995, Bedbury “traded in his sneakers for coffee” and he spent three years as the CMO for Starbucks. During this time, the brand saw pivotal growth in both stores and sales.
In his book, “A New Brand World“, Bedbury offers many case studies from the two brands he’s intimately familiar with.