In an interview with Alan Weber, cofounder of Fast Company, Scott shared his beliefs about brand building, while serving as Chief Marketing Officer at Starbucks. “What Great Brands Do” foreshadows his first book, A New Brand World, published five years later.
“A great brand is hard to find. “I walked through a hardware store last night and I came across 50 brands I didn’t know existed,” says Scott Bedbury. “They may be great products, but they’re not great brands…”
Scott’s speech at the PSFK conference in NYC in May 2017 is a call to arms for brands, their storytellers and marketers, to confront the war on truth and trust that has since become endemic. AI meets EI (evil intent) in a speech that foreshadows the fallout from Facebook’s feckless standards and the impact of Cambridge Analytica in democratic presidential elections.
Scott interviewed with BBC Radio 4 in May 2018 on the creation of the "Just Do It" campaign. "Selling a Philosophy" is the the first in a series for BBC's "Marketing: Hacking the Unconscious" in which several brands are examined for their ability to engage more deeply than others.
Prior to speaking at the PSFK 2017 Conference, the New York-based insights and strategy firm interviewed Scott about the theme of his speech (hint: it's transparency), how brands have changed since his days at Nike and Starbucks and what he's working on now.