One of my favorite ad sites, ADWEEK, recently posted a short video in which Chiat/Day creative legend Lee Clow essentially supports one of the essential messages of "Build a Brand Like Trader Joe's".
In the video, Clow stakes out a broader piece of territory for ad agencies, as he says that brands are more than just the sum total of ad messages, and include every point of contact from packaging to store design to online interaction.
That's pretty standard stuff; ad agencies have to say that these days, because the share of budgets devoted to conventional media is falling, and unless they can consult on wider communications issues they'll have to lose revenue.
That said, I like the way Clow wraps up the minute. In his view, 'winning' looks like creating an identity that consumers "want to spend time with." That's it, in a nutshell, and it sums up Trader Joe's strategy.
Mark Gardiner was an award-winning Copywriter and Creative Director, the VP of Marketing at one of Canada's best-loved retail chains, and ran his own ad agency. Then, he took a $12 per hour job at Trader Joe's, and discovered how one of America's most secretive companies built the strongest brand in its category, without ever spending a cent on brand advertising. Want to create a cult of customers devoted to your own brand? Then you need to read "Build a Brand Like Trader Joe's"
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