It Almost Seems Simple: Who Knew Creating a National Brand Could Be This Much Fun?

It Almost Seems Simple tells the exciting story of how Florida’s Natural overcame competition with international beverage giants to become a national brand. The book reveals, for example, the history of the Florida’s Natural brand name and the stories behind iconic ad campaigns, such as the “All-Florida” grown campaign and the image of a farmer’s gloved hand giving a customer a carton of orange juice. And the Florida’s Natural story, which is told here from the perspective of both the company and their longtime ad agency, provides an instructive case study of an ad agency successfully serving its client, a small company creating a national brand. After reading this book, a walk down the aisle at the grocery store and a glass of orange juice will forever look so much more interesting!

One of the best marketing books I've read in a long time. In fact, I'm applying some of the ideas that Walt and Syl used at the company I work for. If you're looking for another run-of-the-mill textbook, this won't be the reading material for you. But if you're looking for a story about entrepreneurs with lots of business lessons thrown into the mix, then I'd highly recommend adding this to your reading list.

Susan Spann's IT ALMOST SEEMS SIMPLE answers the mystery in my mind of what it takes to bring a product to national and international markets. The teamwork that lead to Florida's Natural's success should be a template for companies that want to go big.