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"
This book is long overdue. In my 20 or so years in the advertising field, I've struggled to explain to clients that successful branding and positioning rely on humanity. Gardiner's book is exactly what is needed to help move us all along. He gives us plain and simple advice that's been proven to work in the real world. Plus, it's a compelling read, which is absolutely NOT what I would say about the countless other business/marketing strategy tomes I've trudged through over the years. How refreshing. And about time.
This review is from: Build a Brand Like Trader Joe's (Kindle Edition)
A Trader Joe's store opened near us, in Washington State a month or two ago...I couldn't believe how much word of mouth buzz they were getting, and how busy the store was when we finally made a trip down there a few weeks ago. I'd only ever been to one other location, in California. I found myself telling dozens of people about the store, but didn't really think about what was driving me to do that...until I read this book. I found it to be a refreshing real world antidote to much of the 'build your brand' writing these days, and may have even learned a thing or two to apply to our own business. The author's background in advertising makes him the perfect writer for this.... great stuff, with writing that sucks you in like a good novel.
Build a Brand Like Trader Joe's gets noticed by the New York Times' Julia Moskin!..