Muench says the book is "lighter on the B.S.” than many other marketing books and is “heavier on the practical side." The book details how “RED,” which stands for relevance, ease and distinctiveness, became formalized inside Collider, Yum's marketing subsidiary.
Muench notes that Taco Bell’s brand was slipping and, despite pulling down prices and some “distinctive advertising” its problems persisted. After some research they “found out that Taco Bell was kind of a joke," which was alright in the 1990s and early 2000s, but not OK in 2011.
The new book details the journey of how the company shifted its approach since that time. It also offers insight into short-term practices and nonsense that’s become commonplace in marketing today but that may actually be hurting brands.