RELEVANCE, EASE & DISTINCTIVENESS
“Provocative, yet Practical.”
– Ken Langone, Co-Founder, Home Depot, Founder and Chairman, Invemed Associates, Inc.
A Peek Inside
What you’ll find in the book:
- How to sidestep the other marketing books, courses and articles that offer hypothetical explanations and embrace the proven, systematic approach of R.E.D. Marketing.
- Learn from actual examples from Yum! Brands and other recognizable brands of every size from around the world
- Hear the latest findings in marketing, neuroscience and behavioral economics
- Learn from the authors’ experience marketing three different brands worldwide
- Find out how your brand can set and achieve a truly breakthrough marketing campaign using R.E.D. Marketing
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Meet the Authors
Yum! Brands Chief Marketing Officer
Collider Lab Chief Strategy Officer and Co-Founder
Ken Muench is the Chief Marketing Officer for Yum! Brands and leads The Collider Lab, a think tank made up of social scientists, marketing strategists, cultural trend forecasters, and data gurus. Ken has been working in marketing and strategy for more than 25 years.
Since Yum! Brands acquired Collider Lab in 2015, marketing effectiveness at Yum has surged globally as the R.E.D. marketing system has been rolled out around the world.
Before founding Collider Lab, Muench led Strategic Planning at Draftfcb OC and all of Draftfcb’s North American Multicultural offices. Prior to that, he led strategy at the creative boutique Grupo Gallegos – where he won several high-profile industry awards.
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 is working around the world and what isn’t, and creating repeatable models to implement everywhere.
Prior to being acquired by Yum!, Collider Lab worked on Taco Bell’s turnaround, as well as positioning and growth mapping projects for Nestle North America, Verizon, Toyota, Tyson Foods, Hulu and more. Since then, Collider Lab has tripled in size and worked with companies around the world, repositioning brands, mapping out growth opportunities with Category Entry Point studies, helping brands find their distinctiveness with Distinctive Brand Asset studies and helping businesses rediscover their mojo in culture with strategic firepower.
Connect with Ken
Its 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 culture and the marketplace?
- Ease: Is it easy to recall and access?
- Distinctiveness: Does it stand out from competition in an ownable way?
As you’ll read, R.E.D. encompasses the three elements of relevance: cultural relevance, functional relevance, and social relevance. Next comes ease: easy to notice and easy to access. Finally—and crucially—comes distinctiveness. Add these elements together and you will have truly effective marketing.
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 around the world – your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
Media & Reviews
“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.
“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
“R.E.D. distills all I learned from a decade working alongside Greg and Ken into a quick read that will accelerate any marketer’s career.”
—Jeff Jenkins, EVP of Global Marketing, Carters Inc.
“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 sales to new heights of success, even during some of the most trying times of our economy. Anyone pursuing a career in this industry owes it to themselves and their future to read this book cover to cover. It will be time very well spent.”
—Massimo Ferragamo, Chairman, Ferragamo USA, Inc.
“R.E.D. Marketing works! I have witnessed its success over the past decade in over 50,000 restaurants in 150 countries around the world. Now Greg and Ken have written a book that translates marketing theories into practical reality that is easy to implement.”
—Robert D. Walter, Founder and Former Chairman and CEO, Cardinal Health, Former Director and Chairman, Yum! Brands
“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. Relevance beats uniqueness over the long-haul, ease is the new fast, and distinctiveness beats even excellence. Greg Creed was an early pioneer and marketing legislator of today’s immutable law that brands are built on the premise of experience over promise-making and, unfortunately, promise-breaking. I still have gauzy memories of Greg across the battlefield when I was on a similar journey at Burger King.”
—Russ Klein, CEO, American Marketing Association
“Greg used his superlative marketing skills at Taco Bell to become a great CEO of Yum! Brands. His experience and insights make this a great read for anyone who wants to improve their marketing skills.”
—David Novak, Co-Founder and Retired Chairman and CEO, Yum! Brands
Thank you for your interest in ordering R.E.D. Marketing: Three Ingredients of Leading Brands by Greg Creed and Ken Muench. As an added premium for bulk orders, we are offering the following:
- Order 50 copies – Access to an exclusive video series featuring R.E.D. Marketing tips from author, Ken Muench
- Order 100 copies – Access to exclusive video content featuring authors, Greg Creed and Ken Muench, discussing the R.E.D. Marketing concept and sharing Yum! Brands examples
- Order 250 copies – Author(s) speak with your team or organization for free via 1-hour virtual session
- Order 1,000+ copies – Send in your questions about your brand’s R.E.D. Marketing Plan to the authors, then have a 1.5 hour session with the authors to give you their analysis and suggestions
One you have placed your bulk order, please email firstname.lastname@example.org a copy of your electronic receipt and we will reach out to regarding the premium offer you qualify for.