February 26, 2025

Ep.

177

65:09

MIN

Yum! CMO on cultural relevance, being innovative & creative risk taking (Taco Bell, KFC, Pizza Hut) - Ken Muench

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This episode is a QSR masterclass. Ken Muench is the CMO of Yum! brands, who own Taco Bell, KFC and Pizza Hut. I speak to Ken about how he started the agency that got acquired by Yum! (The Collider Lab) and his journey to being the CMO of such a large group of brands. We also talk about how all CMOs within Yum! are encouraged to swing big to make impactful campaigns and drive innovation within their brands. Ken is also the co-author of "R.E.D Marketing: The Three Ingredients of Leading Brands" which breaks down why Relevance, Ease and Distinctiveness are essential for QSR brands.

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro

Ken’s career background

In-house vs agency creative

Taking bigger swings

The secret to the success of The Collider Lab

Food is fuel vs experience

Why Ken wrote the book: R.E.D Marketing

The R.E.D framework

How brands grow

Why “ease” is an untapped opportunity for marketers

The power of distinctive assets

Changing the Taco Bell strapline to Live Mas!

How Yum! brands approach innovation

How Yum! brands innovation scored

What happens when innovation goes wrong

Saucy by KFC

The innovators dilemma

Taking chances: KFC FCK campaign

Ken’s favourite moments as Yum! CMO

How to be a successful CMO at such a large brand

What makes a great CMO

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