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How To Build A Successful Brand With Steve Robinson

In this episode, Jake and Gino interview Steve Robinson, the former executive vice president and chief marketing officer of Chick-fil-A, Inc. He has authored “Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand”, a top-rated book on marketing and brand building strategies.

During his 34-year tenure at Chick-fil-A, Steve was integrally involved in the company’s growth–from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015–and was a first-hand witness to its evolution as an indelible global brand.

Businesses that are built around the Voice of Customer become formidable brands sooner than later.

Here are some of the key takeaways:

  • Always take the long-term view of your business. Build a brand that is focussed on customer’s aspirations and service excellence
  • Surround yourself with people you trust and build a great team. Then give them freedom
  • Practise the three Cs of hiring: Confidence, Chemistry and Character
  • Customer feedback can provide you the key insights on what you need to do in order to grow

Listen to the Podcast to learn more on how to build a brand from scratch and scale it up.


Learn more about Jake & Gino: www.jakeandgino.com

Read Gino’s book review: https://jakeandgino.com/covert-cows-and-chick-fil-a-by-steve-robinson-book-review/

Apply for the complimentary multifamily investing training: https://bityl.co/6v71

Apply for Mentorship: https://bityl.co/6v76

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