Rubies in the Orchard: The POM Queen's Secrets to Marketing Just About Anything - Softcover

Resnick, Lynda; Wilkinson, Francis

Softcover

ISBN 10: 0385525796 ISBN 13: 9780385525794

Publisher: Crown, 2010

Synopsis

NATIONAL BESTSELLER

POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda Resnick's marketing triumphs read like an encyclopedia of branding. She is the smartest and hardest-working marketing brain in the business - the kind of marketer who can sell "ice sculptures to Eskimos." But her brilliant ideas aren't simply the result of random inspiration; they're the products of a systematic approach to marketing that any company -- large or small -- can adapt to achieve success. In RUBIES IN THE ORCHARD, she divulges her secrets for creating some of the world's most memorable and iconic brands, and the bull's-eye strategies to sell them.

Resnick believes that every company can find "rubies" in its orchard, elements of intrinsic value that consumers will desire. Here, she shows how every successful marketing campaign begins with uncovering these hidden gems, and communicating their value honestly and transparently to the consumer.

Through Resnick's behind-the-scenes narrative, we learn the secrets of her extraordinary successes, including: POM Wonderful, the wildly popular 100% pomegranate juice that created an entirely new product category out of a fickle and obscure fruit; and FIJI Water, a fledgling brand she transformed into the #1 premium bottled water in America, with sales that have increased 300% since 2004.

A born marketer, Resnick shares tales from a remarkable life, from opening her own ad agency at age 19 to the time she famously overpaid for Jackie Kennedy's pearls at auction, then transformed her "mistake" into tens of millions in sales for the Franklin Mint. Here for the first time, Resnick reveals her systematic approach to breaking through marketplace clutter and consumer cynicism, and creating blockbuster brands with true staying power.

About this title

About the Author:

LYNDA RESNICK and her husband Stewart own POM Wonderful, Teleflora, FIJI Water and Paramount Farms. They are also the biggest producers of almonds, pistachios, clementines and pomegranates in the world. Resnick has been featured widely in the media, including USA TODAY, The Wall Street Journal, The New York Times, and The New Yorker. She and her husband live in Beverly Hills and Aspen.

From AudioFile:

Listeners who enjoy rags-to-riches stories will appreciate Lynda Resnick's honest account of the entrepreneurial ventures she has undertaken with her husband. In an unwavering voice she narrates the story of her various businesses including Fiji Water, Teleflora, the Franklin Mint, and Pom Wonderful. In addition to presenting her well-honed principles on marketing, she tells anecdotes of both her successes and her mistakes, even basic ones such as allowing unconditional use of her business's copy machine. Resnick provides intriguing snapshots of a savvy businesswoman who exhibits both promotional genius and an admirable commitment to sustainability. Her narration moves smoothly across the wide range of businesses that have captured her attention and drive for success. M.R. © AudioFile 2009, Portland, Maine

About this edition

• Publisher: Crown
• Publication date: 2010
• ISBN 10: 0385525796
• ISBN 13: 9780385525794
• Binding: Paperback
• Number of pages: 248