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Brief Case

Brief Case

How Brands Create Desire, Trust and Culture

Sanjay Arora
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Why do we call every bottle of water ‘Bisleri’?
How did removing an orange from a juice carton cost Tropicana millions?
How did a sting become Dettol’s greatest advantage?

The world’s most powerful brands are not built by advertising alone. They are built by understanding what people desire, fear, remember and trust—often before consumers understand it themselves.

Brief Case presents a sharp, entertaining and useful collection of real brand stories that reveal why people buy what they buy. Through forty unforgettable cases—from Bisleri, Maggi, Dettol and Parle-G to De Beers, Dyson, LEGO, Patagonia and Spotify—veteran marketer Sanjay Arora uncovers the hidden psychology, cultural codes and business decisions behind iconic marketing wins and costly failures.

Imprint: Penguin Business

Published: Sep/2026

ISBN: 9789377300586 (Paperback)

Length : 312 Pages

MRP : ₹399.00

Brief Case

How Brands Create Desire, Trust and Culture

Sanjay Arora

Why do we call every bottle of water ‘Bisleri’?
How did removing an orange from a juice carton cost Tropicana millions?
How did a sting become Dettol’s greatest advantage?

The world’s most powerful brands are not built by advertising alone. They are built by understanding what people desire, fear, remember and trust—often before consumers understand it themselves.

Brief Case presents a sharp, entertaining and useful collection of real brand stories that reveal why people buy what they buy. Through forty unforgettable cases—from Bisleri, Maggi, Dettol and Parle-G to De Beers, Dyson, LEGO, Patagonia and Spotify—veteran marketer Sanjay Arora uncovers the hidden psychology, cultural codes and business decisions behind iconic marketing wins and costly failures.

Buying Options
Paperback / Hardback
SapnaOnline Crossword Atlantic Amazon

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Sanjay Arora

Sanjay Arora holds a PhD in brand management, marketing communication and consumer behaviour, along with an MBA from IIM Bangalore. In 1987, he founded Shells Advertising Inc., which grew into one of central India’s largest advertising agencies. In 2009, it expanded overseas with a full-service branch in Dubai.

His forty years of multifaceted experience have included being a faculty member at various management schools, editing a magazine and delivering keynotes at national and international conferences, corporate programmes, IITs and IIMs. He has also delivered fifteen TEDx talks and has been featured on CNN-News18 and NDTV. His daily marketing tips reach over a million followers and garner 25 million monthly views, and his appearance on Raj Shamani’s podcast, Figuring Out, has drawn over 1.2 million views.

He can be found on various social media platforms:
Instagram: https://instagram.com/sanjayarora
YouTube: https://youtube.com/@sanjayarora
LinkedIn: https://www.linkedin.com/in/sanjaynagpur
Facebook: https://www.facebook.com/chiefsanjay
X: https://x.com/chiefsanjay
Website: https://www.drsanjayarora.com

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