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Published Feb 2009
224 pages
Genre: Advice
Publication Information
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 Rublies 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.
"Starred Review. In a forest of dry marketing books, Resnick's animated debut stands out as its own hidden gem ... A must-read for anyone who aspires to Resnick's level of promotional genius, success or commitment to environmental sustainability." - Publishers Weekly.
"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]." - Martha Stewart.
"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." - Rupert Murdoch.
"Lynda Resnick focused on finding the truth to set her brands free. Whether identifying the medical benefits of POM or the pitfalls in delivering flowers, this born marketer knows how to sell without even stepping outside the box." - Mehmet Oz.
"This book is pure gold! Lynda Resnick is one of the most captivating, brilliant people I’ve ever known, and I’d buy anything she sells! The wisdom she shares in this fascinating book shows an amazing understanding of how people think and make decisions." - Rick Warren.
"Part marketing master's class, part can't-put-it-down biography, Rubies in the Orchard is as refreshing as a cold bottle of Fiji water on a hot day and as fortifying as a glass of POM juice. In it, Lynda Resnick updates the old 'Build a better mousetrap' axiom: ‘Uncover the intrinsic value of a product, promote that, and the world will beat a path to your door!' Read this witty and wise book to learn how to sell your brand or read it for the life story of a truly remarkable woman, but whatever you do, read it. It sparkles as brightly as the gem in its title." - Arianna Huffington.
"This book is at once an inspiring story and an enthralling treatise by one of America’s most imaginative and energetic entrepreneurs that will give every reader a primer on business and marketing, healthy living and sustainable development. Lynda Resnick, the Pom queen shows each of us that it’s possible to do well by doing good." - Robert F. Kennedy, Jr.
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