Scott Bedbury

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. He was Nike's advertising director from 1987–1994, and Starbucks' chief marketing officer from 1995–1998.

Education
In 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.

Nike
Bedbury began his career with Nike in 1987 as worldwide advertising director. 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. The "Just Do It" campaign opened up the access point to the brand and made it more ageless, more relevant and more multi-cultural. In 1989, Bedbury's work with the Nike-Women's Fitness Campaign diversified the audience further, "repositioning Nike as a meaningful brand to women".

Starbucks
Bedbury joined Starbucks as its chief marketing officer in 1995 in Seattle, Washington. Bedbury and CEO Howard Schultz worked to transform the company into a global brand. In his first year, Bedbury helped launch the Frappuccino and open Starbucks' first international stores in Japan. 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."

Brandstream
Bedbury left Starbucks in 1998 and started his own branding consulting firm, Brandstream.

Between 2011 and 2013, Bedbury served as an advisor to Airbnb CEO Brian Chesky.

Accolades
Bedbury has appeared at conferences, events, and universities and has been represented by speakers bureaus around the world including Speak Inc, Keynote Speakers, Robinson Speakers, PSFK. 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".

A New Brand World
Bedbury published his first book, A New Brand World in 2002.