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It's always exciting when Trader Joe's comes to a new market, and even minus the booze, it's got a lot to offer. (Frankly, the iconic Two Buck Chuck's not worth the drive into Denver!)
But what fascinated me was how Trader Joe's built one of America's most valuable brands while spending almost nothing on advertising. One thing's for sure, they won't tell you... It's also one of America's most secretive companies. That's why after 20 years in the ad business, I had to take a $12/hour job there to research my book, "Build a Brand Like Trader Joe's" (available on Amazon). For more info about this fascinating company, hit my blog, TraderJoesSecrets.com.
Oct 18, 2012