Synopses & Reviews
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.
POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda Resnick’s marketing triumphs with the companies she and her husband own read like an encyclopedia of branding. And while Resnick hardly considers herself a genius, she is widely regarded as the smartest and hardest-working marketer in business. In RUBIES IN THE ORCHARD, Resnick divulges her secrets for creating memorable products and pioneering fresh approaches to launch and promote them.
For Resnick, every campaign starts with two questions: what is the intrinsic value of the product or service she is sellling, the “rubies in the orchard,” and how can that value be communicated to the consumer? Through behind-the-scenes stories of her extraordinary successes at POM, the wildly popular pomegranate business that she single-handedly created based on a fickle fruit, and FIJI, an obscure bottled water she grew into the #1 imported premium bottled water in the U.S. since she and her husband purchased it in 2004, she imparts wisdom from her career, as well as insights into the unpredictable consumer marketplace, and shows how to build brands in today’s cynical age. She also shares tales from her remarkable life, from opening an ad agency at nineteen to the way she built Teleflora into the largest flower-by-wire company in the world, to the day she sketched the iconic POM logo and effectively created a new product category.
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.