The internet was founded on a premise of trust and the promise of a digital utopia that would enable free-flowing information and connectivity to a newly-empowered global audience.
However, trust has been atomized in a war on truth, trust and transparency in history. The motives may be many, but the means are not. Weaponized personal information and unregulated social media platforms have enabled a free flow of disruptive propaganda. Few of us know who or what to trust anymore.
In this session, Scott will offer insights and share principles from three years of research that can help individuals and organizations rebuild trust, and the invaluable role social media will need to play. He’ll emphasize the power of emotional connection and the need to lead with human-first marketing rather than algorithms in order to succeed today and in the future.
Attend this session and learn:
How to be a storyteller with empathy and transparency at the heart of your content
How to understand emotional connections that technology, and more specifically a platform, can serve and not just exploit
How to find trust in an age of deception and disinformation
Scott Bedbury is one of the world’s most respected brand strategists, known for helping build some of the most iconic global brands during their most critical growth phases. His career spans leadership roles at Nike and Starbucks, where he played a defining role in shaping modern brand strategy, storytelling, and customer experience.
As Global Advertising Director at Nike, Scott helped transform the company into a global cultural force, co-creating the legendary “Just Do It” campaign in partnership with Wieden+Kennedy. This campaign redefined how brands connect with audiences through purpose and emotion.
He later served as Chief Marketing Officer at Starbucks, working closely with CEO Howard Schultz to scale the company from a regional coffee brand into a globally recognized leader in experience-driven retail. During this time, Starbucks became a benchmark for brand loyalty, innovation, and emotional connection.
Following his corporate career, Scott founded Brandstream, where he has advised leading organizations including Apple, Coca-Cola, Google, Microsoft, Airbnb, and the U.S. Navy. His work focuses on brand leadership, trust, innovation, and navigating disruption.
Scott Bedbury is widely regarded as one of the world’s leading brand strategists, having helped shape some of the most iconic companies of our time—including Nike, Starbucks, Airbnb, and Kaiser Permanente—during their most pivotal growth phases.
As Global Advertising Director at Nike, Scott played a central role in transforming the brand from a niche athletic label into a global cultural force. In partnership with Wieden+Kennedy, he helped launch the legendary “Just Do It” campaign—one of the most influential and enduring marketing platforms in history—redefining how brands connect through purpose and storytelling.
He later joined Starbucks as Chief Marketing Officer, working alongside CEO Howard Schultz to evolve the business from a regional coffee retailer into a global brand synonymous with experience, community, and emotional connection. During his tenure, Starbucks rapidly expanded internationally and became a benchmark for experiential marketing, innovation, and purpose-driven growth.
Following his corporate career, Scott Bedbury founded Brandstream, advising a diverse portfolio of global organizations including Apple, Coca-Cola, Google, Microsoft, Airbnb, and the U.S. Navy. His work focuses on brand leadership, innovation, trust, and navigating disruption in an increasingly complex world.
He is also the author of A New Brand World, consistently ranked among the top business books of all time, and a sought-after global speaker who has shared his insights across more than 30 countries.
Scott Bedbury divides his time between Bainbridge Island, Washington, and Bend, Oregon.
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