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 to locate themselves in a larger experience.

  Scott Bedbury

  Inspirational, Appreciation, Business

  "If the name fits ....", www.theguardian.com. January 7, 2001.

  62 Copy quote

• 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

  20 Copy quote

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

  Scott Bedbury

  Stories, Branding, Brands

  25 Copy quote

• 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

  14 Copy quote

• Branding is everything - and I mean everything.

  Scott Bedbury

  Mean, Branding

  9 Copy quote

• 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

  10 Copy quote

• 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

  4 Copy quote

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