R.E.D. Marketing: The Three Ingredients of Leading Brands

About Greg CreedKen Muench

Greg Creed was CEO of Yum! Brands Inc. and is currently a member of the board overseeing the worlds largest restaurant companies including KFC Pizza Hut and Taco Bell. Each brand is the global leader in their category with more than 48000 restaurants in more than 140 countries and territories.  Creed has over 40 years of experience in marketing and operations. Prior to leading Yum! Brands he was head of Taco Bell serving as CEO after a successful run as President and Chief Concept Officer responsible for driving overall brand strategy and performance of the business. He re-energized Taco Bell with the launch of the Live Más brand campaign in 2012; the reinvention of the taco with the revolutionary Doritos Locos Taco; and the introduction of the game-changing Cantina Bell Menu. Previously he served as Chief Marketing Officer at Taco Bell spearheading the Think Outside the Bun campaign and driving strong sales and profit growth for five consecutive years. Greg has recently co-founded a small unconsulting company called Creed UnCo LLC which focuses on the three things he is passionate aboutbranding franchising and culture. Ken Muench is the Chief Marketing Officer for Yum! Brands. 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 isnt and creating repeatable models to implement everywhere. To get this done Muench leads the Collider Lab a think tank made up of social scientists marketing strategists cultural trend forecasters and data gurus. Since Yum! acquired Collider in 2013 marketing effectiveness at Yum has surged globally as the R.E.D. marketing system has been rolled out in over 140 countries.