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Build a Brand Like Trader Joe's, by Mark E Gardiner
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Want to create a cult of customers devoted to your own brand? Then you need to read "Build a brand like Trader Joe's" 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.
- Sales Rank: #1270555 in Books
- Published on: 2012-08-19
- Original language: English
- Dimensions: 8.00" h x .44" w x 5.25" l,
- Binding: Paperback
- 174 pages
About the Author
Mark Gardiner is a partner and communications strategist for the advertising agency re: (www.revolutionaryoldidea) based in Kansas City. He was the subject of the acclaimed documentary film One Man's Island, and the author of memoir Riding Man, currently in development as a feature film.
Most helpful customer reviews
9 of 10 people found the following review helpful.
Loved this.
By Silica
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.
5 of 5 people found the following review helpful.
Finally! Real-world branding advice that makes sense.
By Hollie
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.
5 of 5 people found the following review helpful.
Simple, concise and full of insights.
By Sag Harbor, NY
I came across this book after reading Mark's blog.
He promises that in case you don't like the book he will personally send you a check with your money back. I was sold on that.
The beginning it is somehow boring and kind of cliche, but after he starts talking about his Trader Joes experience it is awesome.
If you never been to a TJs it will be hard to relate,it really shows you that face to face retail cannot be replaced and there is great value in it.
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