The unconventional building of a brand

Steve A. Robinson

Chick-fil-A Inc. is a U.S.

The Unconventional Building of a brand

A novel idea helps a brand gain market share

Steve A. RobinsonChick-fil-A Inc.

My colleagues could hear my laughter all of the way down the hall. It was early one morning in 1995 and I was reviewing six creative layouts Greg Ingram, our Senior Manager of Creative Services, had left on my desk. I flipped them over one by one, left to right. There were several cute ideas among the group that I liked. Then I got to the end, and what I saw would change the history of Chick-fil-A as well as...

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