Covert Cows and ChickfilA, Steve Robinson
Covert Cows and ChickfilA, Steve Robinson
List: $21.99 | Sale: $15.39
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Covert Cows and Chick-fil-A
How Faith, Cows, and Chicken Built an Iconic Brand

Author: Steve Robinson

Narrator: Milton Bagby

Unabridged: 7 hr 21 min

Format: Digital Audiobook Download

Publisher: Thomas Nelson

Published: 06/11/2019

Includes: Bonus Material Bonus Material Included


Synopsis

The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America.During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company’s growth--from 184 stores and $100 million in annual sales in 1981 to more than 2,100 stores and more than $6.8 billion in annual sales in 2015--and was a firsthand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success.Enjoy a behind-the-scenes look at Chick-Fil-A’s visual marketing strategy with photos available in the audiobook companion PDF download.

About Steve Robinson

Steve Robinson served executive vice president and chief marketing officer of Chick-fil-A, Inc. from 1981-2015. He now serves as a consultant and speaks to organizations and businesses about leadership development and brand strategy. A native of Foley, Alabama, Steve is the son of a farmer and entrepreneur. He holds an associate degree in business administration from Faulkner State Junior College, a bachelor of science in marketing from Auburn University, and a master’s in advertising from Medill School of Journalism at Northwestern University. Steve and his wife, Dianne, live in Atlanta. They have two children and four grandchildren.   


Reviews

Goodreads review by Bill on July 18, 2020

There is no organizational culture I respect more than that of Chick Fil-A. I have eaten at numerous Chick Fil-A restaurants across the country, gotten to know our local Operator, read about their culture from Ken Blanchard and Patrick Lencioni, and read books by Chick Fil-A insiders Mark Miller, Tr......more

Goodreads review by David on June 08, 2022

All three of my sons began working at Chik-fil-A as teenagers. Two of them continued that work relationship into college. One is now the General Manager of a Chick-fil-A. I am pretty sure that all three would tell you that joining the Chick-fil-A family of team members helped them to grow and mature......more

Goodreads review by William Brophy on November 07, 2019

Excellent Book on Branding This book covers the history of Chick Fil A and in particular it's branding initiatives. You'll learn about the famous cows campaign, their college football legacy and the wonderful personality of founder Truett Cathy. Plus more! Highly recommended.......more

Goodreads review by Eric on May 18, 2022

Great book for those interested in what makes chick fil a special. This dives in deep from a marketing perspective from one of the main marketing executives of the company. It gives back story on Steve Robinson’s life and the life and culture of the truest family. Also looks into the history of the......more

Goodreads review by Jeff on February 27, 2022

Fun. Interesting. Inspiring. If you love Chick-fil-A like I do, you should read this!......more