A New Brand World – SCOTT BEDBURY (1)

As a self-confessed brand fool and hope- less observer of human behavior, I was in a target-rich environment, given the mix of tourists before me. Over the din of Loverboy, Foreigner, early Doobie Brothers, Aerosmith, and Lynyrd Skynyrd, I took note of the rivets, World War Il-era helmets, boots, and Harley jackets with growing inter- est, and not a little bemusement.

But something just didn’t seem quite right with the picture. For a few minutes, I couldn’t put my finger on what was bothering me. Then it hit me: here in the midst of these ostensibly “authentic” hard-core road-hog rebels, too many of the easy riders sported manicured nails, perfect teeth, and expensive haircuts.

Some looked suspiciously like antitrust lawyers and brain surgeons. During the musical breaks, I watched, slack-jawed, a series of tattoo contests in which participants removed their clothing on stage to reveal a wide range of creative Harley-Davidson iconography. During one break, I struck up a casual conversation with a fifty-something hairdresser whose husband, one of the contestants, was proudly displaying his own per- sonal work of art upon his hairy back.

They hailed from a small town in Alabama, she told me proudly, and five years earlier had taken a sizable chunk of their savings to buy an American legend on wheels. Clearly, they had never looked back. With all due respect to the annual Saturn reunion in Spring Hill, Ten- nessee, I haven’t come across any Saturn owners rabid enough to have a Saturn logo tattooed on their butts.

This wasn’t a display of mere brand loyalty I was witnessing; this was full-scale, 100 percent brand religion. And despite the prevalence of tattoos out there, this brand connection was more than just skin-deep. The last time I’d been exposed to such brand frenzy was when I first observed kids, usually jocks, with Nike swooshes shaved into their hair.

Scott Bedbury was senior vice president of marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of ad- vertising for Nike, where he launched the “Bo Knows” and “Just Do It” campaigns. A resident of Seattle, he is currently CEO of Brand- stream, an independent brand consultancy, and is also a world- renowned speaker for corporations and organizations.

He can be reached at [email protected]. Stephen Fenichell is the author of Plastic: The Making of a Synthetic Century and Other People’s Money. His articles have appeared in New York, Men’s Journal, Forbes/FYI, GO, Discover, Condé Nast Traveler, and Wired. He lives in New York. Praise for A New Brand World “I know the ‘brand literature’ cold—and most of it leaves me cold. This book is different.

This author is different. This is a wise book. A collection of great stories about creating the greatest story of all—a ‘brand story’ that is true and compelling and that persists. This is not a ‘quick read’—it is a book to savor and discuss with only your best friends and colleagues.

Great brands are about who we are—in the end, character issues. Bravo, Scott—now I understand why you are perhaps the greatest brand maven of our time!” —Tom Peters “Through his leadership at Nike and Starbucks, Scott Bedbury rede- fined the ‘consumer-brand relationship’ informed by consumer in- sights that were missed by everyone else, and that more established companies are now just catching up to. Scott is an important partner in our redesign of marketing at The Coca-Cola Company.” —Stephen C. Jones, chief marketing officer, The Coca-Cola Company “In the annals of branding, nobody has done as much or knows more than Scott Bedbury.

Here’s a guy who’s ‘just done it’ at Nike and taught Starbucks how to think outside the cup. If you want to learn how to build a great brand in this New Brand World, read this book.” —Alan M. Webber, founding editor, Fast Company “I don’t think there is anyone in the world who knows more about strong brands than Scott Bedbury—there is certainly no one who can tell his story and make his points with such insight and wit.

A New Brand World gives you the inside story of Nike, Starbucks, and other top brands with sharp commentary and analysis. This is a highly en- tertaining read, but one with many valuable lessons about how to build and manage strong brands. Inspiring and informative, it will make you a better marketer.

It got the left side of my brain buzzing, the right side humming, and my brand mojo working!” —Kevin Lane Keller, E. B.

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.

Book Information

• Unique ID: 87ab7f508b7e5302
• File Extension: .pdf
• File Size: 14,248,889 bytes (13.589 MB)
• Title: –
• Author: Unknown
• ISBN: 0670030767
• Pages: 245
• Language: English (en)

Reading & Word Statistics

• Estimated Reading Time: 471.38 minutes
• Total Words: 94,276
• Total Characters: 571,197
• Average Words per Page: 384.8
• Average Characters per Page: 2331.42

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