Up to Date
5:22 pm
Mon June 18, 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.

How does Trader Joe’s keep their prices so low? Why do so many people love a store that doesn’t advertise? And what’s up with the tomatoes imported from Holland? Is TJ's overhyped -- or popular for a good reason? Join the conversation. Call 816 235 2888 during the show, email uptodate@kcur.org, Tweet us @KCURUptoDate, or join KCUR's Facebook discussion.

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