In R.E.D. Marketing, Muench and Creed Outline
Proven Fundamentals from Yum! Brands to Build a Holistic Marketing
Strategy for Long-Term Results
“The R.E.D. Marketing principles were pioneered by Ken and
Greg more than a decade ago and are still driving results for Yum!
Brands around the world. These concepts, illustrated by real-world
examples from two of the industry’s most innovative leaders, will
be valuable to marketers of any experience level.” – David
Gibbs, CEO, Yum! Brands, Inc.
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Yum! Brands CMO Ken Muench and former CEO
Greg Creed share expert guidance to create impactful marketing
campaigns in new book, R.E.D. Marketing: The Three Ingredients of
Leading Brands (Photo: Business Wire)
“This is a must-read for all brand builders and business
leaders! R.E.D. Marketing is a simple and powerful blueprint that
weaves in captivating stories and lessons.” — Diane Dietz, CEO
and President, Rodan and Fields
“Provocative yet practical.” — Ken Langone, Cofounder,
Home Depot and Founder and Chairman, Invemed
“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. Marketing, he
and Ken are willing to share their knowledge and insight with the
world!” — Marc Bitzer, Chairman and CEO, Whirlpool
Corporation
“Greg and Ken’s take on marketing is a pleasing, frank, and
plainspoken wake-up call for marketers to slow down long enough to
ensure the lifelines for brand building are moored in relevance,
ease, and distinctiveness with their R.E.D. framework.” – Russ
Klein, CEO, American Marketing Association
Yum! Brands, Inc. (NYSE: YUM) announced today the publication of
R.E.D. Marketing: The Three Ingredients of Leading Brands (Harper
Collins; June 8, 2021) by Ken Muench, CMO of Yum! Brands, and Greg
Creed, former CEO of Yum! Brands. The book explores the importance
of a holistic marketing strategy that creates a brand for the
long-term. Muench and Creed share R.E.D. Marketing principles –
Relevance, Ease and Distinctiveness – and how they have led Yum!’s
well-known brands, KFC, Taco Bell, Pizza Hut and The Habit Burger
Grill, to sales growth around the world.
The book combines Creed’s bold personality and Muench’s
scientific curiosity to bring to life stories of R.E.D. Marketing
in action at some of the world’s most beloved brands. Creed was CEO
of Yum! Brands from January 2015 to December 2019. In addition to
being Yum! Brands CMO, Muench is also the Chief Strategy Officer
and Co-Founder of Collider Lab.
“As culture continues to shift dramatically around the world,
and the competitive context gets tougher and tougher, R.E.D.
Marketing gives brands a simple framework and toolset with which to
confront the challenge and end up ahead,” said Muench. “The
concepts in the book are proven to be effective, as they have
helped lead our brands to sales growth in many worldwide
markets.”
R.E.D. Marketing also emphasizes that marketing should be fun
and exciting while showcasing the latest marketing science that
leads to lasting growth and sustained sales. The book shares
marketing concepts that are applicable during good times, but
critical during challenging times.
“The pandemic tested companies around the world and highlighted
the importance of R.E.D. Marketing fundamentals. The underlying
brilliance of this framework is that it allows marketers to operate
effectively by using a shared approach, being more focused, staying
nimble and keeping it simple during times of change,” said Creed.
“The book is timely because its concepts are particularly useful to
marketers who see opportunities for their brands as they emerge
from the pandemic.”
The book provides guidance to marketers of all levels, using the
powerful R.E.D Marketing approach, which highlights the elements
needed for brand success. Key insights and concepts discussed in
the book include:
- The brand must have something that is particularly Relevant
(R) to a consumer need, that is Easy to get (E) and that
stands out as Distinctive in the consumer’s mind (D).
- The importance of holistic marketing, and the need to excel in
all three R.E.D. areas.
- The conflict between modern marketing science and old-school
marketing beliefs.
- Cultural Relevance: How to understand where culture is, where
it’s headed and how to make your brand part of a trend.
- Distinctiveness: The area where many marketers are least
connected, and the area that could provide the most immediate
ROI.
- Ease: The pitfalls faced by marketers who don’t consider ease
to be part of their jobs.
Muench, Creed and their teams developed the systematic approach
of R.E.D. Marketing, which has been successfully applied by Yum!
marketers around the world and by Collider Lab, a strategy,
branding and innovation consultancy acquired by Yum! Brands in
2015. Collider Lab is Yum!’s global marketing center of excellence,
led by Muench.
All proceeds from R.E.D. Marketing will be donated to The Yum!
Brands Foundation, which is committed to unlocking opportunity in
people and in communities where they work and live. The Foundation
assists employees who give back to organizations that are important
to them, supports local communities through grants and
volunteerism, and provides assistance for disaster recovery.
To learn more or purchase R.E.D. Marketing: The Three
Ingredients of Leading Brands, visit www.redmarketingbook.com.
About the Authors
Ken Muench is the Chief Marketing Officer for Yum! Brands and
co-founder of Collider Lab. In his role as Yum! CMO, Ken acts as a
consultant to the brands and master aggregator of marketing
discoveries for the entire company and creates repeatable models to
implement in Yum! Brand markets around the world. He has 25 years
of marketing and strategy experience.
Greg Creed was CEO of Yum! Brands from January 2015 until
December 2019. Prior to leading Yum! Brands, he was head of Taco
Bell, serving as CEO after a successful run as President and Chief
Concept Officer. Working with Ken Muench, he re-energized Taco Bell
with the launch of the “Live Mas” brand campaign in 2012, the
reinvention of the taco with the Doritos Locos Taco and the
introduction of the Cantina Bell menu. He has more than 40 years of
marketing and operations experience.
About Yum! Brands
Yum! Brands, Inc., based in Louisville, Kentucky, has over
50,000 restaurants in more than 150 countries and territories,
operating the Company’s brands – KFC, Pizza Hut and Taco Bell –
global leaders of the chicken, pizza and Mexican-style food
categories. The Company’s family of brands also includes The Habit
Burger Grill, a fast-casual restaurant concept specializing in
made-to-order chargrilled burgers, sandwiches and more. Yum! Brands
was included on the 2021 Bloomberg Gender-Equality Index. In 2020,
Yum! Brands was named to the Dow Jones Sustainability Index North
America and was ranked among the top 100 Best Corporate Citizens by
3BL Media.
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version on businesswire.com: https://www.businesswire.com/news/home/20210608005665/en/
Yum! Brands, Inc. Rick Maynard, rick.maynard@yum.com
502-874-8200
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