Retail Observer

RETAILOBSERVER.COM JUNE 2021 14 Authors: Greg Creed was CEO of Yum! Brands, Inc. and is currently a member of the board overseeing the world's largest restaurant companies, including KFC, Pizza Hut and Taco Bell. Each brand is the global leader in its category with more than 48,000 restaurants in more than 140 countries and territories. Ken Muench is Chief Marketing Officer for Yum! Brands. Unlike a traditional CMO, Ken acts as a master aggregator of marketing discoveries for the entire company, cracking the toughest marketing challenges globally, figuring out what's working around the world and what isn't, and creating repeatable models to implement everywhere. To get this formidable task done, Muench leads the Collider Lab, a think tank of social scientists, marketing strategists, cultural trend forecasters and data gurus. Since Yum! acquired Collider in 2013, its marketing effectiveness has surged globally as the R.E.D. marketing system has been rolled out in over 140 countries. Publisher: HarperCollins Leadership C reate 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 the 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. Its simple methodology doesn't require complicated terms or 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 examples from Yum! and other recognizable brands of all sizes worldwide, the latest findings in marketing, neuroscience, and behavioral economics, and the authors' own experiences marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing. B O O K R E V I E W R.E.D. MARKETING: The Three Ingredients of Leading Brands RO GREG CREED KEN MUENCH

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