In today’s episode, we sit down with Scott Bedbury, world-renowned brand consultant, author, and speaker who has played a central role in the success of massive names like Nike, Starbucks, and Airbnb. His bestselling book, A New Brand World, is a must-read for anyone working in business today. In this show, we talk about the erosion of trust in an internet age of powerful corporations, the need to return to a culture of empathy, and the radically human spirit behind the campaigns he worked on while helping build some of the biggest brands on the planet. We kick off the discussion hearing about the themes in Scott’s new book, where he describes the threats to values like authenticity, empathy, and trust posed by profit-hungry corporations leveraging the power of the internet. We then move onto hear the many incredible stories of the brands and people Scott worked with. He tells tales such as the one where he created the transcendent Just Do It campaign with his creative partners at Weiden+Kennedy which featured a young Michael Jordan and a young Spike Lee during his early days as Head of Advertising at Nike. The people and teams Scott worked with were special, driven by a different set of motives to the cold, profit-driven culture that fuels most big businesses today. Scott describes Petri dishes of authentic innovators who valued courageous creativity, openness to mistakes, gut instincts over data, and the notion that customers are first and foremost people. Scott’s central message is that with great power comes great responsibility, so be sure to tune in for this legendary discussion.
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