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Episode #323
Steve Robinson

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Author of “Covert Cows” & Former CMO Of Chic-fil-A Shares How They Built One Of Americas Top Brands


Guest Bio:


Steve Robinson is a consultant, author and speaker on organizational culture design & leadership, brand strategy development, marketing planning, and distinctive advertising principles.


He is the former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Inc., 1981-2015. 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.


After beginning his career at Chick-fil-A as director of marketing, Steve went on to serve as vice president of the department before becoming chief marketing officer. In his most recent role, he was responsible for overseeing marketing, advertising, brand development, menu development, and hospitality strategies.


Today, Steve tells the story of Chic-fil-A, engages in public speaking events, and consults for up and coming entrepreneurs.

Show Notes:


  • Intro (0:58)

  • Ending up at Chic-fil-A (2:03)

  • Lessons learned from Chic-fil-A (7:50)

  • Chic-fil-A’s franchising style & operating model(19:02)

  • The cow campaign (29:02)

  • Marketing advice & strategies (35:32)

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