"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. Key Insights: 00:00 Introduction 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 In real estate, your network is your net worth, attend our Live Events and network with the fellow investors and professionals: https://jakeandgino.com/mm5 About Jake & Gino Jake & Gino are multifamily investors, operators, and mentors who have created a vertically integrated real estate company. They control over $250M in assets under management. They have created the Jake & Gino Premier Multifamily Community to teach others a simple three-step framework for investing in multifamily real estate. Subscribe to this channel: https://ytube.io/3McA Sign up for free training: https://jakeandgino.mykajabi.com/freetraining The resources you need to succeed at every level of apartment investing: https://jakeandgino.com/resources/ Apply for Mentorship: https://jakeandgino.com/apply/ #realestate #multifamilyrealestate #multifamilyinvesting #investing #apartmentinvesting Jake & Gino Facebook: https://www.facebook.com/jakeandgino/ Jake & Gino Twitter: https://twitter.com/JakeandGino Jake & Gino Linkedin: https://www.linkedin.com/company/jake-and-gino-llc/ Jake & Gino Instagram: https://www.instagram.com/jakeandgino/ More ways to engage with the Jake & Gino Investor Community: MM5: https://jakeandgino.com/mm5/ Rand Cares: https://jakeandgino.com/randcares/ The 100 Year Real Estate Investor: https://www.dualassetstrategy.com