R.E.D. Marketing: The Three Ingredients of Leading Brands

Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands.Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth.This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success.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?By combining actual examples from Yum! and other recognizable brands of every size around the world with 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. Review 'Provocative yet practical.' --Ken Langone, Co-Founder, Home Depot, Founder and Chairman, Invemed'Reading R.E.D. Marketing is like taking a marketing masterclass for anyone wanting to build a brand, sell a product, or grow a business in today's hyper competitive marketplace. I 'borrowed' R.E.D. principles when building Bad Martha Brewery into a craft beer powerhouse in New England, and they work! A must read.' --Jonathan Blum, Founder and CEO, Bad Martha Beer, Retired Chief Public Affairs and Global Nutrition Officer, YUM Brands -- yum!'I have gotten to know Greg Creed as a truly forward thinking, innovative, and hugely successful marketer who is also fun to listen to. Glad to see that with R.E.D., he and Ken are willing to share their knowledge and insight with the world!' --Marc Bitzer, Chairman and Chief Executive Officer, Whirlpool Corporation -- Whirlpool Corporation'As Global CEO of the KFC Brand, the challenge was how to build an iconic brand in 140 countries around the world, some of which had just opened, some of which had a history of challenged financial issues that plainly exhibited themselves in poor operational and asset investment, and many where the KFC Brand stood proud as the market leader with world class restaurants and customer service excellence. R.E.D and the brilliance of both Greg and Ken enabled a clear, concise, and understandable way for us to visualize and execute the KFC brand in every country in which we operated. Most impressive was R.E.D.'s ability to unlock the consumer issues in problem markets and then find a pathway to a winning strategy that was understood by everyone--not just the marketers! If you want to think through a global strategy that can be effectively executed by local teams that understand their customers, then this is a book to be read with urgency.' --Roger Eaton, Former Global CEO, KFC -- KFC'I can't think of a more appropriate person than Greg to co-author a book on the fundamentals of Marketing. He not only shares his wisdom and decades of industry experience; he breaks down the essence of the R.E.D. system so that even the greenest of marketing professionals will have the blueprints on which to begin their own career and journey. His R.E.D. system is not a theory. It's not a bunch of charts and graphs. It's proven methodology that for years drove YUM Brand's sa