A CMO Confidential Interview with Greg Creed, Former CEO of Yum! Brands. Greg also served as CEO and CMO of Taco Bell, where he championed the "Think Outside the Bun" campaign. Greg discusses why executives are becoming less courageous, why brands are losing their distinctiveness, and why "sales overnight, brand over time" is the CMO's real job.

Key topics include:

- Why the brand and the people are the two biggest assets that never appear on the P&L

- Why winning awards won't make you a general manager

- The brand lessons behind spinning off Yum China

- Why culture determines whether people act on bold ideas

Tune in to hear how a 100th anniversary promotion ended with four tons of moldy soap in an Australian landfill.

⏱️ Chapters

2:17 - Business Trends and Executive Courage

8:03 - Evolution of the CMO Role

18:19 - Yum Brands and Franchising Insights

22:58 - Marketing Mistakes and Company Culture

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

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