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"
Wednesday, July 18, 2012
Sailing the (air)waves in Chicago
It was cool to find myself in the studios of WBEZ, Chicago's legendary public radio station; it's the home of great shows like 'This American Life'.
Last Tuesday on 'The Afternoon Shift', Steve Edwards and I had a great chat about the way Trader Joe's built its incredible cultural brand.
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