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How to Uncover the Hidden Gems in Your Business
Doubleday
February 2009
On Sale: February 17, 2009
245 pages
ISBN: 0385525788
EAN: 9780385525787
Hardcover
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Non-Fiction
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.
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