Build a Brand Like Trader Joe's

by Mark Gardiner

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.

Genres: Business, Nonfiction

99 pages, Kindle Edition

First published June 7, 2012

Reviews

[Gary Chong · Rating 1 out of 5]

This book totally waste of time. Do not bother to read, no value information.

[Lisa Tratiak · Rating 2 out of 5]

More like a long exit review

I was actually surprised when I realized that I had read the last page! Underwhelmed, to say the least. There are a few good observations but overall a disappointment. Title is misleading.

[Cori Wallace · Rating 4 out of 5]

You ever read a book and you can almost hear the book pitch from the author (or his/her agent)? I'm sure this pitch was super targeted and focused on something like "We can sell this book to people who are curious about TJs category effectiveness, and/or are curious about applying their strategy!" And this book delivers that, but it's also an interesting look at the author's curiosity. We're curious too, and so his suppositions on HOW and HOW TJs does what it does is rooted in some pretty solid research. He doesn't just use his experience as a crew member to walk us through the Trader Joe's culture, he provides a historical perspective and comments on recent unwillingness for the head office to change. One thing I wish he had commented on is the role that social media is playing in the conversations around unionizing and product "runs" - there are tons of Facebook groups, IG accounts, and YouTube accounts devoted to not only TJs product reviews but a focus on the culture and how crew members are treated/efforts to unionize. It's like he stops right at the line of really knowing what the larger conversation is. Other than his blind spots, it's a fairly good book. It does not end up being a business book, more of a book about Trader Joes.

[Clay Yearsley · Rating 5 out of 5]

Outstanding

I.Love.This.Book.
This is probably the best business book I've read - either this or Freakonomics. Like Freakonomics, it has the potential to overhaul your mindset and make you see your business (and others') in a new way. The author is hilarious and insightful. This is an outsider's inside view. While it's a generally positive look into Trader Joe's it is NOT a fanboy view.
In the end (and it doesn't take long to get there) it explains The Secret that many business books promise, but only hide in a pile of babble and self-aggrandizement.
Very highly recommended.

[Jeffrey Lambert · Rating 4 out of 5]

Putting the ego of the writer aside, which I don't think he meant to come off as abrasive as it did, this was a fun clever book. I liked the writer's personality overall and made it a fun read. Definitely have read other business books that I've gotten less out of. But in 172 pages, he accomplished quite a lot.

[Sophie · Rating 4 out of 5]

The biggest takeaway is I learned that TJ doesn't hold many stocks in store, and various reasons lead to the lack of some stocks, and store crew members have to come up with ideas to prevent empty shelves. This is a good point to observe next time when I visit a store.

[Loren Picard · Rating 3 out of 5]

Book contains a few good insights and without the author's sense of humor the book would have been a dud.

[Raymond · Rating 3 out of 5]

Having worked at Trader Joe’s for over eleven years, I can confidently say this book makes some solid points—especially in highlighting how Trader Joe’s is evolving in both positive and negative ways. However, many of the policies and complaints raised within this have since been changed, dismissed entirely, or are currently in flux.

Most notably, the author himself worked at a Kansas-based Trader Joe’s for less than a year. While that may provide insight into how his store operated, Trader Joe’s is a different beast at every location—especially in New York.

That said, this book offers a decent look inside the Trader Joe’s world. If you’ve never worked there, are a fan of the brand, and can overlook some of the outdated details, it might be worth a read.

[Nathan · Rating 4 out of 5]

This book is pretty awesome! I like the way it's written, very informative yet funny at the same time. If you wanna know more about your favorite "neighborhood" grocery store then check it out.