Author, brand consultant and 15 times TEDx speaker Dr Sanjay Arora’s new book, Brief Case: How Brands Create Desire, Trust and Culture, was formally launched at Crossword Bookstore, Civil Lines, on Saturday. The event was jointly organised by Crossword Nagpur and Penguin Random House India, and conducted by Baljeet Kaur, who welcomed guests and introduced the author and chief guest for the evening.

 

The highlight of the opening was a dramatic book reveal; an actual brief case was brought on stage, its ribbon undone to unveil copies of the book inside. It may be recalled that the book is already a national bestseller and is the holds the number one position on Amazon in the Management since its reveal on 6th September. Chief guest Sukhada Choudhary then engaged Dr Arora in a wide-ranging conversation on how the book came about, why audiences buy, remember and trust the brands they do, drawing on stories from the book’s forty case studies of the world’s biggest brand wins and blunders.