The banner above the title pretty much says it all: The POM Queen’s Secrets To Marketing Just About Anything. Lynda Resnick had her own ad agency by age nineteen and that was only the start. Life has taken her on quite an adventure – most notably being co-owner and marketing force behind POM Wonderful, FIJI Water and Teleflora.
Resnick’s success is due to hard work. Plain and simple. Know your product as well as your customer and figure out how to bring the two together. The closing lines of the book are the best summary: “Locate the intrinsic value of your brand, work to understand it and nurture it – even when the brand is you yourself. Communicate that value honestly and creatively. If you do, you will build the kind of faith in your brand that can overcome tough competition, hard times, cheap shots, and even a roller coaster of a new century.”
Rubies in the Orchard is an informative and entertaining book – mostly because of the conversational writing style. I felt like I was chatting with Ms. Resnick over a cup of coffee. Any question I could ask seems to be addressed. Most readers will know the brands featured in the book. A consumer of FIJI water for many years (I bought one of those funny square bottles in the Phoenix airport this week), I found the section devoted to that company very interesting. Also addressed are use of the internet, “going green” with FIJI, and the importance of corporate philanthropy.
Check out rubiesintheorchard.com for more information on the book, Lynda Resnick or any of her companies. My thanks to Janny Chou of POM Wonderful for sending the book.