In the third installment of the Leaders On Leadership podcast series Dean Judy Olian and Professor Peter Guber are joined by Lynda Resnick, whose accomplishments range from the establishment of a full-service PR agency at age 19; turning Teleflora into the world's largest floral services company, and the relaunching of the Fiji Water brand -- now the largest imported bottled water company in the U.S. Resnick is perhaps best known for her pomegranate evangelism; she and her team at POM Wonderful have helped make the fruit ubiquitous in our society.
Early on in the video, Guber asks what about a brand's story that has to be so compelling. Resnick first notes that the narrative -- story telling -- has been part of the human experience since before there was written language. "It's part of our DNA," she said.
Then:
"It's really important that your brand has a story to tell. But it has to be a real story. It isn't the sort of thing that you can make up as you go along. It's really finding the value in the brand, the unique selling proposition, and telling your potential consumers about it."
Follow this blog and the UCLA Anderson web page as we release new segments of “Leaders on Leadership” all summer, with luminaries such as television and radio host Larry King; Los Angeles Lakers General Manager Mitch Kupchak; Kent Kresa, chairman emeritus Northrup; Pat Woertz, chairman and CEO, Archer Daniels Midland; Frank Cooper, SVP, chief consumer engagement officer, PepsiCo; and Paul Irving, ex-managing partner, Manatt, Phelps and Phillips and 2010 Fellow (in residence) Harvard University's Advance Leadership Initiative.
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