The Three Ingredients of Leading Brands
by Greg Creed; Ken Muench
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Pub Date 08 Jun 2021 | Archive Date 23 Feb 2024
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.
Available on NetGalley
Average rating from 8 members
I was given the chance to review the digital copy of this book, but around chapter 3, I ordered a hardcover copy for highlighting and taking handwritten notes - it was that good. This is the book every marketer needs to get out of the mindset that constant segmenting and optimization is the key to marketing return. First and foremost, you have to have a strong message that communicates your product’s value to your audience in an effective manner that is also consistent with current ideals and communication styles. Relying on outdated marketing tactics is going to eventually fail every time. Most marketing courses lean toward this approach, but once we’re applying our knowledge to the real world in the context of an organization that expects immediate and lucrative return, we tend to get lost in the minutiae of optimization. This book is the perfect reminder to steer marketers back on course.