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

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.Timestamps:00:00 - Intro01:07 - Ken’s career background03:44 - In-house vs agency creative06:39 - Taking bigger swings07:46 - The secret to the success of The Collider Lab12:06 - Food is fuel vs experience14:42 - Why Ken wrote the book: R.E.D Marketing17:29 - The R.E.D framework20:51 - How brands grow23:58 - Why “ease” is an untapped opportunity for marketers28:26 - The power of distinctive assets30:31 - Changing the Taco Bell strapline to Live Mas!32:52 - How Yum! brands approach innovation37:14 - How Yum! brands innovation scored41:29 - What happens when innovation goes wrong44:10 - Saucy by KFC47:47 - The innovators dilemma49:44 - Taking chances: KFC FCK campaign51:48 - Ken’s favourite moments as Yum! CMO53:01 - How to be a successful CMO at such a large brand55:44 - What makes a great CMO