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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, Tweet us @KCURUptoDate, or join KCUR's Facebook discussion.

Stephen Steigman is director of Classical KC and chief of broadcast operations for KCUR 89.3 and 91.9 Classical KC.
Steve Kraske is the host of KCUR's Up To Date. Follow him on Twitter @stevekraske.