"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 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. 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. --;The formation of a brand -- Learning and implementing brand strategy -- "Test me" -- Purpose -- A new brand paradigm -- Brand journey -- Connecting with college football fans -- Transitions -- "My pleasure" -- Innovation -- The cows go to the College Football Championship -- Life and legacy -- Afterword : at the Rose Bowl, remembering Truett.;Robinson, a longtime chief marketing officer for Chick-fil-A, tells the inside story of how the company built one of the most successful and beloved brands in America. As the company grew 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, he was a first-hand witness to its evolution as an indelible global brand. Robinson explains the important traits that built the company's culture and sustained it through recession, as well as their dedication to Christian values and to the individual customer experience. -- adapted from jacket;"The 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"--

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Steve Robinson

HarperCollins Christian Publishing

Nelson Incorporated, Thomas

Thomas Nelson Incorporated

Nelson Multimedia Group

United States, United States of America

Illustrated, PT, 2019

Nashville, 2020

2, 2019

2013

lg2602297

sources:
9781400213191

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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.
Covert Cows will help you...
Discover unexpected, out-of-the-box marketing methods and new ways of approaching business problems. Understand the positive impact of building a business based on biblical principles. Receive an insider’s look at the evolution of one of America’s most beloved brands. Learn key marketing and business insights from the man who was the chief marketing officer for Chick-fil-A for thirty-four years. 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 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. 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.

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 companys steady then explosive 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. As a member of the marketing team and as chief marketing officer, Robinson was both a witness and participant in the company's remarkable development into an indelible global success. Now he shares the story of Chick-fil-A's evolution into one of the world's most beloved, game-changing, and profitable brands. From the creation of the Eat Mor Chikin campaign to the decision to stay closed on Sundays to the creation of the company's corporate purpose, Robinson provides a front-row seat to the innovative marketing, brand strategies, and programs that created a culture customers describe as "Where good meets gracious."
Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and Truett Cathy himself, Robinson explains the important traits that built the company's culture and have 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.

2020-07-26