R.E.D. marketing : the three ingredients of leading brands / Greg Creed & Ken Muench.

Format:

Book

Author/Creator:

Creed, Greg, author.

Muench, Ken, author.

Language:

English

Subjects (All):

Marketing.

Marketing--Management.

marketing.

Medical Subjects:

Marketing.

Physical Description:

xxi, 264 pages : illustrations (some color) ; 24 cm

Other Title:

R.E.D. marketing : the 3 ingredients of leading brands

Relevance, ease, distinctiveness marketing

Place of Publication:

[Nashville, TN] : HarperCollins Leadership, an imprint of HarperCollins, [2021]

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 CMO and former CEO 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 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! 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. 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 the marketplace? ; Ease--Is it easy to access and use? ; Distinction--Does it stand out from competition? Combining actual examples from Yum! Brands and other recognizable brands of every size around the world; the latest findings in marketing, neuroscience, and behavioral economics; and the authors' own experience marketing three different brands across 150 countries--your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing." -- Dust jacket.

Contents:

Introduction

1. Why we need R.E.D

2. Change your thinking, change your results

3. R.E.D. overview

4. Relevance mythbusting

5. Cultural relevance

6. Functional relevance

7. Social relevance

8. Easy to access

9. Easy to notice

10. Distinctiveness mythbusting

11. How to be distinctive

12. Distinctive campaigns

13. Distinctivemenss exercises

14. Making this work.

Notes:

Includes bibliographical references (pages 249-255) and index.

ISBN:

9781400223299

1400223296

9781400223305

140022330X

OCLC:

1243743738