Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business

by Lynda Resnick, Francis Wilkinson Narrated by Lynda Resnick

Overview

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.

Editorial Reviews

Publishers Weekly

In a forest of dry marketing books, Resnick's animated debut stands out as its own hidden gem, filled with juicy real-life tales of marketing strategies that rocketed Resnick and her husband to astounding success with companies like Fiji Water, Teleflora, the Franklin Mint and Pom Wonderful, the wildly successful pomegranate juice. The author charms with her winning wit and a self-deprecating tone as she distills the secrets of her extraordinary career into a series of philosophies illustrated through behind-the-scenes looks at various marketing campaigns. She describes how she resuscitated Teleflora, a struggling flower delivery service, by introducing the "flowers-in-a-gift" container; how she famously endured ridicule when she purchased Jackie Kennedy's signature strand of fake pearls at auction for $211,000 for the Franklin Mint, only to painstakingly replicate them and then sell them in droves, grossing a whopping $26 million; and how she learned to "think inside the box," delving into the intrinsic value of products like the pomegranate. A must-read for anyone who aspires to Resnick's level of promotional genius, success or commitment to environmental sustainability. (Feb.)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

JULY 2009 - 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

Product Details

BN ID:	2940171820695
Publisher:	Penguin Random House
Publication date:	02/17/2009
Edition description:	Unabridged

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