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"
I heard your interview on KCUR. On the subject of bread people mentioned Sour Dough. My more favorite selection of bread over Sour Dough is Salt Rising. http://risingcreekbakery.com/SRB.html This explains the bread. I was wondering if you have ever eaten any? I have not been to a Trader Joe's, I would like to see if they carry this item.
ReplyDeleteHi Mike,
ReplyDeleteI know that TJ's doesn't sell any salt-rise breads here in Kansas City, nor do I remember encountering them when I shopped in TJ's California stores. (There's some variation in the selection of breads sold in different regions.) I visited that URL, and am interested in those breads myself. Maybe I'll try to make some of my own...
Just read your book in one sitting. I don't read a lot but I had a natural food store for 20 years, and after a 10 year break, I'm getting back on board. A friend said I should check out Trader Joe's. I live in Australia and have visited the States 3 times and always check out retailers when I'm there, but I've never been drawn to Trader Joe's. But when my friend told me TJ's outsell WFM I was curious.
ReplyDeleteThe book is a great read. Really insightful, inspiring and simple to apply.
I learned why my previous business was so successful and how I got in the way of it being even more so, why my main future co-habitant in the marketplace is so successful and why winning any of their cult followers is no given just because I'll do some things better.
Perhaps the greatest challenge I have identified in this book is striving for order and having fun in an environment we can't control and finding & retaining staff that thrive on that.
Thanks Mark.