Build a Brand Like Trader Joe Mark E Gardiner 9780979167331 Books
Download As PDF : Build a Brand Like Trader Joe Mark E Gardiner 9780979167331 Books
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.
Build a Brand Like Trader Joe Mark E Gardiner 9780979167331 Books
As a Trader Joe's devotee and former national brand director for a major nonprofit, I thought Gardiner nailed it. He did a stellar job of engaging me and building credibility by doing a bit of personal storytelling before jumping into his hourly experience as a TJ Crew Member in Kansas City, and then demystifying all things Hawaiian shirt for us brand nerds. I loved the way he wove together his own brand savvy with his boots-on-the-floor experience and observations at the store. In 2001, the legendary Two Buck Chuck lured me into a Las Vegas Trader Joe's and I've never looked back. When we later moved to downtown Chicago, we often found ourselves looking forward to our chatty time with the friendly TJ Crew Member at our "neighborhood store." Now as locals to St. Louis, we make a weekly pilgrimage to TJ, and yes, I've often thought, "That was fun and I got a good deal!" TJ may not be doing everything just right, but the branding works and Gardiner explains why. This is a must-read for anyone mildly fascinated with Trader Joe's or searching for a once-and-for-all book on real-world branding.Product details
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Tags : Build a Brand Like Trader Joe's [Mark E Gardiner] on Amazon.com. *FREE* shipping on qualifying offers. 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,Mark E Gardiner,Build a Brand Like Trader Joe's,bikewriter.com,0979167337,BUSINESS & ECONOMICS Workplace Culture
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Build a Brand Like Trader Joe Mark E Gardiner 9780979167331 Books Reviews
In many ways this story of Trader Joe's very much reminds me of an actual trip through one of their stores Comfortable, efficient, and friendly. A quick take home meal of a book.
I downloaded Mark Gardiner's, "Build a Brand" to take on a business trip. It was the perfect read for a 3 hour plane ride. In addition to providing unconventional advertising ideas, his accurate insights into Trader Joe's grocery business were enlightening. I may have been more attentive to Mark's ideas as I was on my way to our company's annual review with Publix grocery chain. However, any business owner, small or large, can learn a lot from "Build a Brand". Mark's quirky humor, gave me a few laugh out loud moments that surprised my fellow airplane passengers.
A guy whose background is advertising examines how an 8 billion dollar company succeeds without an ad agency. In typical Gardiner style he explains the things they do wrong as a business and how it works for them.I would really recommend it to people with sales/marketing backgrounds or interest.
To me it says that instead of being "corporate" TJ understands the old sales adage that "people buy from people."
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.
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.
Fun to look behind the scenes of one of my favorite stores. Also is quick and enjoyable to move through. Hits on some great concepts that create the Trader Joe's experience that were not obvious to me until this book decoded them.
I started working for one of the Trader Joe's, and this book helped me to understand about TJ's and how I want to work. I agree with a lot of things written, but you'd also have to understand that every individual has a different approach to his/her work regardless of the corporate culture. I have my own view of Trader Joe's, but this book helped me to understand the company better.
As a Trader Joe's devotee and former national brand director for a major nonprofit, I thought Gardiner nailed it. He did a stellar job of engaging me and building credibility by doing a bit of personal storytelling before jumping into his hourly experience as a TJ Crew Member in Kansas City, and then demystifying all things Hawaiian shirt for us brand nerds. I loved the way he wove together his own brand savvy with his boots-on-the-floor experience and observations at the store. In 2001, the legendary Two Buck Chuck lured me into a Las Vegas Trader Joe's and I've never looked back. When we later moved to downtown Chicago, we often found ourselves looking forward to our chatty time with the friendly TJ Crew Member at our "neighborhood store." Now as locals to St. Louis, we make a weekly pilgrimage to TJ, and yes, I've often thought, "That was fun and I got a good deal!" TJ may not be doing everything just right, but the branding works and Gardiner explains why. This is a must-read for anyone mildly fascinated with Trader Joe's or searching for a once-and-for-all book on real-world branding.
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