How Panera Bread is using the principles of R.E.D. marketing to rethink marketing strategy

Room 1 | 11:15 am - 11:45 am | Monday, March 27, 2023

“R.E.D. Marketing” is a book produced by the CMO and former CEO of Yum! Brands. In it, Greg Creed and Ken Muench explain why and how Relevance, Ease, and Distinctiveness are the three ingredients needed for any brand to become the leader of their category.

The methodology spelled out in R.E.D. has been the guiding force behind Panera Bread’s marketing strategy over the last few years. It has been proven out by much of the brand and communications research we’ve done at Dig with Panera. In this session, VP of Insights Rory McGee at Dig Insights and VP of Customer Insights and Analytics Tiffany Harrison at Panera Bread will uncover how the principles of R.E.D.’s methodology have been proven out through the brand equity and awareness research we’ve done together.

Key takeaways

  1. What the core principles of R.E.D. Marketing are.
  2. How those principles differ from the traditional approach to marketing and insights.
  3. How Panera Bread’s approach has changed since adopting the R.E.D. methodology internally.

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