Back when I lived in Canada and worked in Canadian ad agencies, 'Marketing' magazine was read by everyone in the business. That's why I'm pumped that Marketing is reviewing "Build a Brand Like Trader Joe's" in the issue that comes out on Sept. 19.
In the meantime, the Marketing web site has a little feature they call 'What Trader Joe's Knows'. They asked me to provide my ten commandments of building a great cultural brand. Since I always try to over-deliver, I threw in one bonus commandment. If you want to read them, go here.
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"
Thursday, September 6, 2012
Canada's marketing industry notices "Build a Brand Like Trader Joe's"
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