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Yum CMO, Ex-CEO Release Marketing Guide Book

Yum Brands CMO Ken Muench and former CEO Greg Creed have released "R.E.D. Marketing: The Three Ingredients of Leading Brands," a new book that offers insights into the marketing behind Taco Bell and the company’s other brands. So reports the Franchise Times.

Yum BrandsMuench 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.

Read the full article from the Franchise Times.

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