Up to Date - 6/19/2012|
Building A Brand Like Trader Joe's
Running low on Two Buck Chuck? If so, it may be time for a Trader Joe’s run.
Almost a year has passed since the popular grocery entered the Kansas City market. It may have low-cost wine, dozens of nut combinations, and a cult following, but how much do you really know about TJ's?
Tuesday on Up to Date Steve Kraske talks with Mark Gardiner, a former ad executive who took a $12/hour job at Trader Joe’s and lived to write about it. Gardnier's new (online only) book is titled Build a Brand Like Trader Joe's, in which he writes of how one of America's most secretive companies built the strongest brand in its category, without ever spending a cent on brand advertising.