Well, in Bill Jemas's original plotline, the Kingpin was the nickname for the school bully and the leader of a local gang who would always be taking money from Peter. Bendis never confirmed that this was the start for Kong, but there was a joke later on in Ultimate Marvel Team-Up about how the two looked similar.
Bill Jemas's ideas were nothing short of horrible. The only thing Bendis really used was the concept of "OZ". Here's an example of what Jemas wanted to do: The Sandman is the name of someone who Norman Osborn hired to drug Peter and put him to sleep so he could be tested on. So Sandman no longer made out of sand, but instead...you get the idea.