Build a Brand Like Trader Joe's
About
Want to create a cult of customers devoted to your own brand? Then you need to read Build a brand like Trader Joes Mark Gardiner was an award-winning Copywriter and Creative Director, the VP of Marketing at one of Canadas best-loved retail chains, and ran his own ad agency. Then, he took a 12 per hour job at Trader Joes, and discovered how one of Americas most secretive companies built the strongest brand in its category, without ever spending a cent on brand advertising.
Why it’s great
Mark Gardiner had an impressive résumé: award-winning copywriter, creative director, VP of Marketing at a major retail chain, agency founder. Then he took a $12-an-hour job at Trader Joe's — not because he needed the work, but because he wanted to understand how one of America's most secretive companies built the strongest brand in its retail category without ever spending a cent on advertising. What he discovered from behind the counter is a marketing masterclass available to any business willing to think differently.
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