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.


From the Hardcover edition.

"...both entertaining and enlightening.... what's really valuable to business owners is Resnick's insight on marketing, a field where she's built a well-­deserved reputation as a master."

 

"Using sound advice, a wealth of first-hand experience, historical perspective, and fierce self-confidence, Lynda Resnick has written a very useful and practical book. Anyone starting a business or running an entrepreneurial venture should read [it]."

 

"Are you looking for proven ideas about how to market anything, overtake the competition, ward off vicious attacks, and become rich? Even if you don't want to do those things, you will still love this inspiring, funny, thought-provoking, autobiographical sharing of secrets by Lynda Resnick, who figured out for herself how to succeed, again and again."

 

"Like the POM Wonderful that Lynda Resnick created, this book is absolutely delicious and also amazingly nutritious. In fact, it's so funny and fun that you may not notice how much wisdom it contains--from marketing tips to insights on brand authenticity in the Internet era. It will make you laugh aloud, but also change the way you do business."

 

"Lynda Resnick wields a sledgehammer in a velvet glove like no other....You can buy a thousand books with sound business lessons, but Rubies in the Orchard is among a special few that lift you from your seat and compel you to act immediately."

 

"Lynda is truly an unstoppable force. She has had a remarkable career taking small businesses and transforming them into iconic brands. In Rubies in the Orchard, Lynda shares her shrewd and surprisingly simple strategies for breaking through in a cluttered marketplace."

 

Rubies in the Orchard by Lynda Resnick
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