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 it's 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.
©2009 Lynda Resnick; (P)2009 Random House
"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 [listen]." (Martha Stewart)
Most of the book is all about patting herself on the back and promoting her company and its brands. There's no denying the woman has been successful but with the cash to back her up her advice seems to be out of touch with the start-up companies in today's economy. I think the woman has too much time on her hands and decided to "write" a book.
The book is ok. It's a somewhat interesting autobiographical work from a shameless self-promoter. What else would you expect from a marketer. There are no insights to be learned, but it can be entertaining for those who find the author or the subject matter (i.e. very superficial approaches to marketing) of interest. I probably would've found it interesting when I was in seventh grade...
Very disappointing. The book reads more like a commercial of all the businesses the author has been involved with through the years. I kept listening thinking it was going to get better and it just never did.
If you have any marketing experience whatsoever, save your time and money because this is 101 stuff.
This book was awesome. Im a 25 yrd old female living in San Diego, CA and have two companies. I thought this book was so inspiring and packed with fun information and knowledge. Im so inspired to go out a be a "powerful female" in today's work force! Thanks so much fro offering this book!! Thanks, Gloria from CA
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