Bloomberg just put up a terrific story about the way that Best Buy uses its front-line customer service staff to fight off bigger and richer rivals, like Amazon.
If you're a fan of Trader Joe's, you'll recognize Best Buy's secret -- which is to empower front-line customer service staff to do what it takes to make customers happy.
Even after all these years, I'm still surprised this sure-fire brand-building method is something of a secret.
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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