How To Build A Successful Brand With Steve Robinson

Jake & Gino: Real Estate Investing & Multifamily

Jake & Gino

Smartinvesting, Buyingrealestate, Investing, Multifamilyrealestateinvesting, Business, Investingsmart, Apartmentinvesting, Management, Makingmoney, Realestateinvesting, Cashflow, Jakeandgino, Realestateinvestment, Commercialrealestateinvesting, Buyingapartmentbuildings, Entrepreneurship

4.9 • 842 Ratings

🗓️ 10 June 2021

⏱️ 62 minutes

🔗️ Recording | iTunes | RSS

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Summary

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

Transcript

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0:00.0	where we're going to first listen to customers around any issue in the business.
0:11.7	Hello, ready. It's Jake Stenzano, a host of Wheelbarrow Propits podcast here with my co-host,
0:14.9	the multifamily mentor, the coach, Chef, Father Six, the bestselling author, The G-Dady.
0:19.4	Gino Barbero, Gina, how's it going?
0:21.0	Mr. Stenziano, as I said a little earlier, Christmas has come early for the Stensiano family.
0:26.7	How you doing, bro?
0:28.0	Doing wonderful. Yeah, really, really excited today. We have an amazing guest. Today's guest is Stephen Robinson.
0:33.2	Stephen is the former executive vice president and chief marketing officer of Chick-fil-A and author of covert cows,
0:41.7	how faith cows and chicken built an iconic brand. During his 34-year tenure, Steve was an integral part
0:50.0	involved in the company's growth from 184 stores, 100 million in sales in 1981 to more than
0:56.6	2100 stores and more than 6.8 billion with a B annual sales in 2015. So further ado, Steve,
1:05.3	welcome the show. Thank you. Thank you, Jay. And Gino, thank you both. It's our pleasure, right?
1:13.0	So first off, we're huge fans. I'd even say raving fans of the book and of Chick-fil-A.
1:20.4	So we would just like to get this started off with a brief story. Tell us a little bit about
1:25.1	the early days when you first started with the organization and, you know, what the culture was like. Well, to do that justice, I really have to start with
1:34.2	my last interview with the founder, Truett Kathy. They didn't have a marketing department.
1:42.2	And I was director of marketing six legs of Georgia at the time.
1:45.6	And they had approached me about coming to Chick-fil-A and starting a marketing department.
1:51.3	And I had a great job in a terrific city here in Atlanta.
1:56.7	So I was interviewing stealth.
1:59.4	And I'll shorten the story by saying my last interview with
2:03.4	Truitt is now five months into the interview process.
	...

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