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Scott Bedbury Quotes

A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need

A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.

Scott Bedbury
Inspirational, Appreciation, Business
"If the name fits ....", www.theguardian.com. January 7, 2001.

A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It's an emotional connecting point that transcends the product.

Scott Bedbury
Powerful, Emotional, Decision

A great brand is a story that's never completely told.

Scott Bedbury
Stories, Branding, Brands

The best brands never start out with the intent of building a great brand. They focus on building a great – and profitable – product or service and an organization that can sustain it.

Scott Bedbury
Organization, Focus, Building
Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.33, Penguin

Branding is everything - and I mean everything.

Scott Bedbury
Mean, Branding

For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you can only guide and influence it.

Scott Bedbury
Forever, Feelings, Mind
Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.39, Penguin

Advertising, if it is any good, should help to confirm what already is, not what should be.

Scott Bedbury
Helping, Advertising, Should
Scott Bedbury, Stephen Fenichell (2003). “A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century”, p.14, Penguin

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