(as of Jul 15,2021 13:16:37 UTC – Details)
Create breakthrough marketing campaigns that achieve staggering consumer response rates by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology from the CEO and CMO of marketing powerhouse Yum! Brands—Taco Bell, KFC, Pizza Hut—with a genuine track record of success.
Sidestep the other marketing books, courses, articles, and even TED talks that offer hypothetical explanations that sound sensible. Embrace the proven, systematic approach of RED Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth—no PhD required!
In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways:
- Relevance—Is it relevant to the marketplace?
- Ease—Is it easy to access and use?
- Distinction—Does it stand out from competition?
Combining actual examples from Yum! and other recognizable brands of every size around the world; the latest findings in marketing, neuroscience, and behavioral economics; and the author’s own experience marketing three different brands across 120 countries—your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
From the Publisher
R.E.D. MARKETING: RELEVANCE, EASE & DISTINCTIVENESS
“R.E.D. Marketing” provides expert guidance and real-world examples from experienced executives from the Yum! Brands and Collider Labs family, drawing on a history of success to assist marketers of all levels in using the powerful Yum! marketing approach.
Meet the Authors
Former Yum! Brands Chief Executive Officer
Greg Creed was CEO of Yum! Brands, Inc., from January 2015 to December 2019 and served as a Director of the Board from November 2014 to May 2020, overseeing the world’s largest restaurant companies, including KFC, Pizza Hut, and Taco Bell. Each brand is the global leader in their category, with more than 50,000 restaurants in more than 150 countries and territories.
Creed has over 40 years of experience in marketing and operations. Prior to leading Yum! Brands, he was head of Taco Bell, serving as CEO after a successful run as President and Chief Concept Officer, responsible for driving overall brand strategy and performance of the business. He re-energized Taco Bell with the launch of the “Live Más” brand campaign in 2012; the reinvention of the taco with the revolutionary Doritos Locos Taco; and the introduction of the game-changing Cantina Bell Menu.
Yum! Brands Chief Marketing Officer | Collider Lab Chief Strategy Officer and Co-Founder
Ken Muench is the Chief Marketing Officer for Yum! Brands and leads The Collider Lab, a think tank made up of social scientists, marketing strategists, cultural trend forecasters, and data gurus. Ken has been working in marketing and strategy for more than 25 years.
Since Yum! Brands acquired Collider Lab in 2015, marketing effectiveness at Yum has surged globally as the R.E.D. marketing system has been rolled out around the world.
Before founding Collider Lab, Muench led Strategic Planning at DraftfcbOC and all of Draftfcb’sNorth American Multicultural offices. Prior to that, he led strategy at the creative boutique Grupo Gallegos – where he won several high-profile industry awards.