Book Explores How Brands Build Desire, Trust, and Culture Through Stories

Business Standard · business

Sanjay Arora's book, 'Brief Case: How Brands Create Desire, Trust & Culture,' delves into the art of brand building, emphasizing the power of storytelling. The book features short narratives on 40 brands, including well-known ones like Dove and FedEx, alongside lesser-known examples. Arora, an advertising agency owner from Nagpur with a significant social media following, presents engaging brand histories. These stories illustrate how companies like Taj, Nirma, and Amul leveraged unique origins and challenges to build lasting consumer connections and cultural impact.