R.E.D. Marketing: The Three Ingredients of Leading Brands
- Downloads：5096
- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-07-22 08:15:56
- Update Date：2025-09-24
- Status：finish
- Author：Greg Creed
- ISBN：1400223296
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
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。
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。
Reviews
Tiina Vuolle
，
I was looking forward reading this book but after I learned that Yum！ Brands is supporting animal cruelty and the author， Ken Muench， is trying to hide this， I decided to pick up another book。
Marianne Macdonald
，
The latest findings in marketing， neuroscience， and behavioral economics are of interest to me， but I stopped reading when I found out that Ken Muench is the Chief Marketing Officer for Yum！ Brands。 Yum！ is a company is embroiled in an animal cruelty scandal。 Their leadership are totally ignoring their caring customers， over 158，000 of whom have asked Yum！ to stop being involved in the extreme animal cruelty of caging hens for eggs。 Where is the CSR of Yum？ Missing in action it seems。 So I would The latest findings in marketing， neuroscience， and behavioral economics are of interest to me， but I stopped reading when I found out that Ken Muench is the Chief Marketing Officer for Yum！ Brands。 Yum！ is a company is embroiled in an animal cruelty scandal。 Their leadership are totally ignoring their caring customers， over 158，000 of whom have asked Yum！ to stop being involved in the extreme animal cruelty of caging hens for eggs。 Where is the CSR of Yum？ Missing in action it seems。 So I wouldn't credit Mr Muench for being able to give good advice on helping your branding。 。。。more
Pori Piromsan
，
The book speaks of being relevant to culture， yet the company the author represents is the exact opposite as it continues to allow archaic animal welfare practices in its supply chain。
Jennifer Hunter
，
I found the authors hypocritical。 They mention that marketing must be relevant to the current culture， yet Ken and other leaders at his company （Yum！ Brands） aren't keeping up with modern times through Yum's continued use of outdated battery cages。 I found the authors hypocritical。 They mention that marketing must be relevant to the current culture， yet Ken and other leaders at his company （Yum！ Brands） aren't keeping up with modern times through Yum's continued use of outdated battery cages。 。。。more
Juliana Carrero
，
This book contains so much insight that is unfortunately undermined by the authors' connection to animal cruelty at Yum！ Brands。 They talk about relevance and yet are out of touch with the new global standards for animal welfare。 This book contains so much insight that is unfortunately undermined by the authors' connection to animal cruelty at Yum！ Brands。 They talk about relevance and yet are out of touch with the new global standards for animal welfare。 。。。more
Slomimo Kaveze
，
Corporate social responsibility is important for any brand。 I'll stick to books written by authors with ethics。 Corporate social responsibility is important for any brand。 I'll stick to books written by authors with ethics。 。。。more
Ajvo Krajc
，
The book speaks of being relevant to culture， yet the company the author represents is the exact opposite as it continues to allow archaic animal welfare practices in its supply chain。
Jonas Becker
，
The content itself seemed pretty useful at first glance。 However， the backgrounds of the authors makes me question the authenticity of their proposed strategy。 Yum Brands is known for lagging behind on its sustainability efforts as pointed out by many NGOs these days。 Do I really want to take advice on how to cover up problematic sourcing practices and animal welfare issues with "leading brand" marketing from the authors？ Not really。 However， I will give it two stars for the benefit of the doubt The content itself seemed pretty useful at first glance。 However， the backgrounds of the authors makes me question the authenticity of their proposed strategy。 Yum Brands is known for lagging behind on its sustainability efforts as pointed out by many NGOs these days。 Do I really want to take advice on how to cover up problematic sourcing practices and animal welfare issues with "leading brand" marketing from the authors？ Not really。 However， I will give it two stars for the benefit of the doubt since I've not read the whole way through。 。。。more
Alexandria Beck
，
I would like to propose a 4th ingredient for leading brands: transparency。 This is something that Yum！ Brands lacks and a reason why I won't be buying this book。 I would like to propose a 4th ingredient for leading brands: transparency。 This is something that Yum！ Brands lacks and a reason why I won't be buying this book。 。。。more
Julia
，
Yum is far from a leader when it comes to social responsibility。 I'll be looking to executives and experts from the thousands of other companies who have made progressive animal welfare commitments。 Yum is far from a leader when it comes to social responsibility。 I'll be looking to executives and experts from the thousands of other companies who have made progressive animal welfare commitments。 。。。more
Alina Puiu
，
Leading brands are those that take seriously their clients and choose to adapt to societal changes in order to create a better world for all its inhabitants。 Yum！ is far from a leader when it comes to social responsibility。 I'll be looking to executives and experts from the thousands of other companies who have made progressive animal welfare commitments。 Leading brands are those that take seriously their clients and choose to adapt to societal changes in order to create a better world for all its inhabitants。 Yum！ is far from a leader when it comes to social responsibility。 I'll be looking to executives and experts from the thousands of other companies who have made progressive animal welfare commitments。 。。。more
Ellie
，
I was excited to get my hands on this book。 I ended up returning it after learning that Yum！ Brands is involved in an animal cruelty scandal and that the author， Ken Muench， is helping Yum skirt this important issue。 This is not the sort of person I want to learn from。
Darya
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