“Your brand is not marketing, your brand is totality of your customers’ experience.” – Gino
On this episode, Jake and Gino interview Steve Robinson. They discuss about what it is to build a brand and make people adopt your brand. Building a brand takes time, effort and culture. There is no shortcut to pivot, only strategies to create a culture to build a brand that people live by.
Steven Robinson is the former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Inc. Prior to joining the company, Steve was the director of marketing for Six Flags Over Georgia theme park in Atlanta, Georgia. This role was preceded by marketing positions at two other Six Flags properties and communications manager at Texas Instruments. He is the author of best-selling book on amazon, Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand.
03:24 Your brand is totality of your customers’ experience
06:00 What did it take for Chick-fil-A to become a brand
10:30 The next layer of brand experience
16:09 Great culture is empowering people to take decisions on their own
20:40 Are shortcut to pivot worth it?
23:40 You can never build a brand if you sacrifice the culture
27:00 Enduring sessions in the organization
29:23 Wrap up
To find the best-selling book by the author, visit https://amz.run/5qVp
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Jake & Gino are multifamily investors, operators, and mentors who have created a vertically integrated real estate company that controls over $225,000,000 in assets under management. They have created the Jake & Gino community to teach others their three-step framework: Buy Right, Finance Right and Manage Right®, and to become multifamily entrepreneurs.
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