Meet Scott
Scott Friedman
Scott Friedman
Practice Lead, Strat. + Positioning
Scott Friedman brings 25 years of experience in branding, corporate communications, and product positioning to help clients grow their market and mindshare leadership. As Strategy + Positioning practice lead at Big Valley Marketing, his work helps companies, from startups to blue chip organizations, maximize their brand awareness and resonance, differentiate from their competition, and shape compelling storytelling and thought leadership that drives both long-term brand awareness and short-term demand generation. A former technology trade journalist and newspaper reporter, Scott loves to dig into the details to craft narratives that educate and engage audiences, often around the most complex technologies such as artificial intelligence, quantum computing, cloud, cybersecurity, health IT and more. He has created successful positioning and narratives for CTG, Hexagon, Hitachi, IBM, Microsoft, RSA, Vic.ai, among many others. Scott is based in the Bay Area after living most of his life in and around New York, with a three-year stop in Seattle. Outside of technology, his passions include baseball (he’s been to all 30 major league ballparks) and Bruce Springsteen (still working on getting to 30 concerts).
What do you do?
As Head of Strategy + Positioning at Big Valley Marketing, I help our clients drive brand and demand marketing by creating more meaningful and lasting connections for their companies, products, and services with customers and other key audiences. I work with clients to assess how their existing corporate and product positioning is aligned to evolving customer needs, create campaigns to increase brand awareness and long-term customer loyalty, and optimize content and channels for greater demand generation. Ultimately, the Strategy + Positioning practice builds the powerful brands, positioning, narratives, and messaging that enable integrated, cohesive, and differentiated marketing and communications across all disciplines.
Why Big Valley Marketing?
Big Valley is redefining what it means to be a marketing and communications consultancy by ditching the archaic agency processes and mindsets that often get in the way of delivering great client work. We know one size does not fit all. We know every client challenge is unique. Our model enables the agility clients need in their fast-changing markets as we bring the right consultants with the right experience to each client challenge. Personally, Big Valley affords me the opportunity to focus on what I am most passionate about: working with innovative clients to foster long-term brand awareness and leadership in the complex and competitive technology industry.
What’s one thing fun or surprising/unexpected about you?
My admittedly insane love for baseball has not only taken me and my son to all 30 big league ballparks in one season, including seeing one of only 23 perfect games in 150 years of MLB history, it often seeps into my work and life philosophy. Joe DiMaggio famously said baseball is a game of failure, but that means it is also a game of preparation, patience, resilience, and yes, an awful lot of strategy and positioning that impacts every pitch, every inning, every game over the course of a campaign.
