{"product_id":"r-e-d-marketing-the-three-ingredients-of-leading-brands-paperback","title":"R.E.D. Marketing - The Three Ingredients of Leading Brands (Paperback)","description":"\u003cp class=\"MsoNormal\"\u003e\u003cb\u003eCreate breakthrough marketing campaigns that achieve\nstaggering consumer response rates by harnessing the power of R.E.D. Marketing:\na transparent and flexible methodology from the CEO and CMO of marketing\npowerhouse Yum! Brands—Taco Bell, KFC, Pizza Hut—with a genuine track record of\nsuccess.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003eSidestep the other marketing books, courses, articles, and\neven TED talks that offer hypothetical explanations that sound sensible.\nEmbrace the proven, systematic approach of RED Marketing, which the recent CEO\nand current CMO of Yum! Brands applied to lead Taco Bell and KFC to double\ndigit growth—no PhD required!\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003eIn 2011, Greg Creed had just been elevated from President to\nCEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders\nto turn things around quickly along with co-author and CMO, Ken Muench.\nTogether they developed the R.E.D (Relevance, Ease, Distinctiveness) method.\nIt’s simple methodology does not require complicated terms and a PhD to\nunderstand, it’s actually quite simple—marketing works in three very different\nways:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul style=\"margin-top:0cm\" type=\"disc\"\u003e\n \u003cli class=\"MsoNormal\"\u003eRelevance—Is\n     it relevant to the marketplace?\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n \u003cli class=\"MsoNormal\"\u003eEase—Is\n     it easy to access and use?\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n \u003cli class=\"MsoNormal\"\u003eDistinction—Does\n     it stand out from competition?\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp class=\"MsoNormal\"\u003eCombining actual examples from Yum! and other recognizable\nbrands of every size around the world; the latest findings in marketing,\nneuroscience, and behavioral economics; and the author’s own experience\nmarketing three different brands across 120 countries—your brand can set and\nachieve a truly breakthrough marketing campaign utilizing \u003ci\u003eR.E.D Marketing.\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003e\u003cb\u003eGreg Creed\u003c\/b\u003e was CEO of Yum! Brands, Inc., and is\ncurrently a member of the board, overseeing the world’s largest restaurant\ncompanies, including KFC, Pizza Hut, and Taco Bell. Each brand is the global\nleader in their category, with more than 48,000 restaurants in more than 140\ncountries and territories.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003e Creed has over 40 years of experience in marketing and\noperations. Prior to leading Yum! Brands, he was head of Taco Bell, serving as\nCEO after a successful run as President and Chief Concept Officer, responsible\nfor driving overall brand strategy and performance of the business. He\nre-energized Taco Bell with the launch of the “Live Más” brand campaign in\n2012; the reinvention of the taco with the revolutionary Doritos Locos Taco;\nand the introduction of the game-changing Cantina Bell Menu. Previously, he\nserved as Chief Marketing Officer at Taco Bell, spearheading the “Think Outside\nthe Bun” campaign and driving strong sales and profit growth for five\nconsecutive years.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003eGreg has recently co-founded a small “unconsulting” company\ncalled Creed UnCo LLC which focuses on the three things he is passionate\nabout–branding, franchising, and culture.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003e\u003cb\u003eKen Muench\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003eBiography\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003c\/p\u003e\u003cp class=\"MsoNormal\"\u003eKen Muench is the Chief Marketing Officer for Yum! Brands.\nUnlike a traditional CMO, Ken acts as a master aggregator of marketing\ndiscoveries for the entire company, cracking the toughest marketing challenges\nglobally, figuring out what is working around the world and what isn’t, and\ncreating repeatable models to implement everywhere. To get this done, Muench\nleads the Collider Lab, a think tank made up of social scientists, marketing\nstrategists, cultural trend forecasters, and data gurus. Since Yum! acquired\nCollider in 2013, marketing effectiveness at Yum has surged globally as the\nR.E.D. marketing system has been rolled out in over 140 countries.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"TIMES DISTRIBUTION PTE LTD","offers":[{"title":"Default Title","offer_id":46479498707151,"sku":"9781400223329","price":34.88,"currency_code":"SGD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0574\/5662\/3823\/files\/download_b7f46081-85a3-4637-b47c-d6356f80a3fc.jpg?v=1794363055","url":"https:\/\/popular.com.sg\/products\/r-e-d-marketing-the-three-ingredients-of-leading-brands-paperback","provider":"Popular Bookstore","version":"1.0","type":"link"}