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

Provocative yet practical.

Ken Langone,

Cofounder, Home Depot, Founder and Chairman, Invemed

Reading R.E.D. Marketingis like taking a marketing masterclass for anyone wanting to build a brand, sell a product, or grow a business in todays hypercompetitive marketplace. I borrowed R.E.D. principles when building Bad Martha Brewery into a craft beer powerhouse in New England, and they work! A must-read.

Jonathan Blum,

Founder and CEO, Bad Martha Beer, Retired Chief Public Affairs and Global Nutrition Officer, Yum! Brands

I have gotten to know Greg Creed as a truly forward-thinking, innovative, and hugely successful marketer who is also fun to listen to. Glad to see that with R.E.D. Marketing, he and Ken are willing to share their knowledge and insight with the world!

Marc Bitzer,

Chairman and CEO, Whirlpool Corporation

As Global CEO of the KFC Brand, the challenge was how to build an iconic brand in 150 countries around the world, some of which had just opened, some of which had a history of challenged financial issues that plainly exhibited themselves in poor operational and asset investment, and many where the KFC brand stood proud as the market leader with world-class restaurants and customer service excellence. R.E.D and the brilliance of both Greg and Ken enabled a clear, concise, and understandable way for us to visualize and execute the KFC brand in every country in which we operated. Most impressive was R.E.D.s ability to unlock the consumer issues in problem markets and then find a pathway to a winning strategy that was understood by everyonenot just the marketers! If you want to think through a global strategy that can be effectively executed by local teams that understand their customers, then this is a book to be read with urgency.

Roger Eaton,

Former Global CEO, KFC

Greg used his superlative marketing skills at Taco Bell to become a great CEO of Yum! Brands. His experience and insights make this a great read for anyone who wants to improve their marketing skills.

David Novak,

Cofounder, Retired Chairman, and CEO, Yum! Brands

I cant think of a more appropriate person than Greg to coauthor a book on the fundamentals of marketing. He not only shares his wisdom and decades of industry experience, he breaks down the essence of the R.E.D. system so that even the greenest of marketing professionals will have the blueprints on which to begin their own career and journey. His R.E.D. system is not a theory. Its not a bunch of charts and graphs. Its proven methodology that for years drove Yum!s sales to new heights of success, even during some of the most trying times of our economy. Anyone pursuing a career in this industry owes it to themselves and their future to read this book cover to cover. It will be time very well spent.

Massimo Ferragamo,

Chairman, Ferragamo USA, Inc.

I had the pleasure of doing business with Greg Creed and knowing him personally, and I can tell you that he is one of the most creative, innovative, and customer-focused business leaders Ive ever come across. If you want to learn a common-sense, no-nonsense, and effective approach to marketing and business leadership, this is the book for you. In his time as Yum! CEO, Greg demonstrated that the R.E.D. marketing approach translates into tremendous business success. Just look at Yum!s results under his stewardship!

Dave MacLennan,

CEO and Chairman, Cargill, Inc.

I met Greg in 2001, when he joined Taco Bell as the CMO. Although it was a decade before the R.E.D. system of marketing was born, there were elements of the system that were apparent even then. Gregs thought leadership and marketing expertise set the foundation for the success that Taco Bell has enjoyed for the better part of the last decade and will serve the Taco Bell business for years to come. As a franchisee of Taco Bell for more than thirty years, I have seen my fair share of executives; Greg is one of those rare people that leave an indelible mark on what they do.