Brief Case

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.