| 词条 | Scott Bedbury |
| 释义 |
| name = Scott Bedbury | image = SCOTT BEDBURY headshot.jpg | caption = | birth_date = {{Birth date and age|1957|10|3|mf=y}} | birth_place = Eugene, Oregon, U.S. | occupation = Branding consultant | education = University of Oregon }} Scott A. Bedbury (born October 3, 1957) is an American branding consultant. He is CEO of Brandstream, a branding firm, and co-founder and chairman of Upstream Research, an analytics startup.[1] He was Nike's advertising director from 1987–1994, and Starbucks' chief marketing officer from 1995–1998. EducationIn 1980, Bedbury graduated from the University of Oregon's School of Journalism and Communication (SOJC) with a Bachelor of Science in Journalism. The University of Oregon Alumni Association named him an Outstanding Young Alumnus in 1997.[2] CareerNikeBedbury began his career with Nike in 1987 as worldwide advertising director.[3] In 1988, Bedbury and Nike's advertising agency, Wieden & Kennedy, launched "Just Do It", a global campaign that helped move the company from distant third to number one.[4] The "Just Do It" campaign opened up the access point to the brand and made it more ageless, more relevant and more multi-cultural.[5] In 1989, Bedbury's work with the Nike-Women's Fitness Campaign diversified the audience further, "repositioning Nike as a meaningful brand to women".[6] StarbucksBedbury joined Starbucks as its chief marketing officer in 1995 in Seattle, Washington.[3] Bedbury and CEO Howard Schultz worked to transform the company into a global brand.[3] In his first year, Bedbury helped launch the Frappuccino and open Starbucks' first international stores in Japan.[4] Bedbury worked with former Nike and Starbucks 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."[7] BrandstreamBedbury left Starbucks in 1998 and started his own branding consulting firm, Brandstream.[8] Between 2011 and 2013, Bedbury served as an advisor to Airbnb CEO Brian Chesky.{{fact|date=September 2018}} AccoladesBedbury has appeared at conferences, events, and universities and has been represented by speakers bureaus around the world including Speak Inc,[9] Keynote Speakers,[10] Robinson Speakers,[11] PSFK.[12] He has been a keynote speaker in more than 20 countries. In 2012, Advertising Age ranked Bedbury in the top ten clients bringing "guts and innovation to the business".[13] A New Brand WorldBedbury published his first book, A New Brand World in 2002.[14] References1. ^{{cite web|url=http://www.upstreamresearch.com/team/|title=Team|website=Upstream Research|accessdate=11 September 2018}} {{Authority control}}{{DEFAULTSORT:Bedbury, Scott}}2. ^{{cite web |url= http://jcomm.uoregon.edu/awards/hoa/index.html |title= Scott Bedbury '80 |author= Tim Gleason |work= University of Oregon School of Journalism and Communication Hall of Achievement |year= 2003 |deadurl= yes |archiveurl= https://web.archive.org/web/20061114041241/http://jcomm.uoregon.edu/awards/hoa/index.html |archivedate= 2006-11-14}} 3. ^1 2 {{Cite web|url=http://www.mbl.is/greinasafn/grein/1369613/|title=Verðmætin felast í uppbyggingu innan frá|date=March 3, 2011|website=www.mbl.is|language=Icelandic|accessdate=December 3, 2018}} 4. ^1 {{Cite web|title = Scott Bedbury {{!}} LAUNCH|url = http://www.launch.org/council/scott-bedbury|website = www.launch.org|accessdate = 2015-12-21}} 5. ^{{Cite web|title = Mixing Art And Science To Achieve Brand Leadership In The 21st Century [PSFK CONFERENCE SAN FRANCISCO] - PSFK|url = http://www.psfk.com/2012/10/art-and-science-brand-leadership-psfk-sf.html|website = PSFK|date = 2012-10-21|accessdate = 2015-12-21}} 6. ^{{Cite news|url=https://www.oregonlive.com/playbooks-profits/index.ssf/2015/04/post_53.html|title=Nike, Wieden + Kennedy women's ad campaign broke new ground 20 years ago|last=Brettman|first=Allan|date=April 13, 2015|work=OregonLive.com|access-date=2018-12-04|language=en-US}} 7. ^{{Cite web|url=http://www.brandingstrategyinsider.com/2015/10/5-things-i-learned-building-the-starbucks-brand.html|title=5 Things I Learned Building The Starbucks Brand|last=Conlon|first=Jerome|date=October 9, 2015|website=Branding Strategy Insider|accessdate=2016-01-01}} 8. ^{{cite web |url = http://www.brandstream.com/about.html|title = About Brandstream|work = Company website|year = 2002}} 9. ^{{Cite web|title = Scott Bedbury - Book Keynote Speaker Scott Bedbury from Speak Inc for your next event! - SpeakInc - You Ask We Listen|url = http://www.speakinc.com/speaker/scott-bedbury/|website = www.speakinc.com|accessdate = 2016-01-01}} 10. ^{{Cite web|title = Scott Bedbury - Speaker Profile|url = https://keynotespeakers.com/speaker_detail.php?speakerid=5401|website = keynotespeakers.com|accessdate = 2016-01-01}} 11. ^{{Cite web|title = Scott Bedbury Speaker — Robinson Speakers Bureau|url = http://www.robinsonspeakers.com/scott-bedbury-speaker|website = www.robinsonspeakers.com|accessdate = 2015-12-21}} 12. ^{{Cite web|title = Scott Bedbury, Brandstream: Mixing Art And Science To Achieve Brand Leadership - PSFK|url = http://www.psfk.com/video/scott-bedbury-mixing-art-science-achieve-brand-leadership|website = PSFK|date = 2014-03-30|accessdate = 2016-01-01}} 13. ^{{Cite web|title = Hats Off to These 10 Forward-Thinking Clients|url = http://adage.com/article/cmo-strategy/hats-10-forward-thinking-clients/231943/|website = adage.com|accessdate = 2015-12-21}} 14. ^{{Cite web|title = A New Brand World by Scott Bedbury, Stephen Fenichell {{!}} PenguinRandomHouse.com|url = http://www.penguinrandomhouse.com/books/286447/a-new-brand-world-by-scott-bedbury/9780142001905/|website = PenguinRandomhouse.com|accessdate = 2015-12-21}} 6 : Advertising people|University of Oregon alumni|People from Eugene, Oregon|Living people|Branding consultants|1957 births |
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