Scott Bedbury of Brandstream discusses how companies can make themselves both compelling and relevant by following a few simple rules.

Building a successful brand requires not only innovative ideas and great technical execution, but also the ability to tell a good story. Speaking at PSFK CONFERENCE SAN FRANCISCO, Scott Bedbury of Brandstream discussed his career marketing some of the largest brands in the US, and a few branding lessons he has learned along the way. While working at Nike in the early 1990's, he describes what set them apart from other brands, primarily, that they completely rejected traditional marketing methods and in fact refused to even use the word ‘marketing.' Working with Wieden + Kennedy, they set out to create a new kind of advertising which did not focus on the product, but rather focused on much bigger concepts that connected with consumers on a personal, psychological, and emotional level.

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