Not far from my home there is an outdoor mall and community based on New Urbanist designs and theories, Birkdale Village. For those of you unfamiliar with New Urbanism it’s theories create modern mixed use, walk able downtowns, with sidewalks and parks surrounded by tree line streets, and intimate houses with front porches that invite neighborly interaction. Basically the Norman Rockwell downtown anchored by retail. Several days ago I wandered into the Barnes & Noble in Birkdale Village, mostly browsing, but I have several sections I go to first. Cookbooks are usually first and in this case last, I found a Trader Joe’s inspired cookbook “Cooking with Trader Joe’s“. I love cookbooks so I snapped it up and headed home wishing the Charlotte Trader Joe’s was closer to my home, instead of 20 miles away.
There are many skeptics that doubt the power of retail brands to inspire and engage. In this case I spent money to engage with Trader Joe’s and it’s private label products on a deeper level. Private Brand and a compelling retail brand can and should be the point of differentiation.