What makes a brand unforgettable? And why do some products fade away while others live in the hearts of consumers for generations?
These were the questions that echoed through the halls of NEXIS School of Business, East India’s first industry-led business school, when Dr. Sanjay Arora, the creative force behind the viral DOMS Pencils campaign, visited our campus.
With over 35 years of experience in marketing, consumer behaviour, and brand innovation, he challenged the way we think about products, creativity, and entrepreneurship.
Apple: The World’s First “Factory-less” Company
During the session, Dr. Arora asked a simple yet powerful question:
“Do you know Apple? Do they make bad products? No, right. But here’s the thing, Apple doesn’t own a single manufacturing unit.”
Every iPhone, Mac Book, or Air Pods we use is manufactured elsewhere by contract manufacturers. Yet, Apple is not remembered for its factories, but for its brand.
That’s when it clicked for our students: in business, it’s not always about what you produce – it’s about the story, trust, and identity your brand builds.
This insight is vital for every young entrepreneur and every student pursuing professional courses after 12th or graduation. Whether one dreams of joining a BBA program in Siliguri or starting their own venture, understanding brand value early can make all the difference.
The Two Non-Negotiable in Business
Dr. Arora simplified decades of experience into one unforgettable takeaway:
“There are only two truly important things in business – marketing and innovation. Everything else is just a cost.”
Whether you’re running a tea startup in Siliguri, a bamboo crafts business in Assam, or dreaming of the next big tech idea in the North East, your ability to market creatively and innovate consistently will set you apart.
Consumer Behaviour: Before the Product, They Ask About the Brand
Before customers ask for your product, they ask about your brand. This is why brands like Apple, Nike, or even DOMS Pencils command loyalty. People today don’t just buy products, they buy stories, emotions, and beliefs.
He explained that in today’s digital-first economy, consumers don’t just buy, they believe. They want to be part of stories that inspire, campaigns that move them, and products that carry meaning. And that’s where entrepreneurs from East India have immense potential, to build brands rooted in authenticity, culture, and creativity.
Creativity is the Currency of Entrepreneurs
From his iconic DOMS campaign to his 35+ years of marketing strategies, Dr. Arora reminded us that:
- Innovation creates relevance.
- Creativity creates memorability.
- Brands create emotional connection.
And in a world overflowing with products, it’s the creative entrepreneurs who will rise above the noise.
For students exploring career options after 12th, this mindset is crucial, it’s not about having the biggest capital, but the boldest ideas.
Lessons for East India Entrepreneurs
For students and entrepreneurs in Siliguri and across East India, Dr. Arora’s message is crystal clear:
- Don’t wait to build the perfect factory or product.
- Focus on telling your brand’s story, building consumer trust, and marketing with originality.
- Even the smallest product like a pencil can go viral if the brand connects emotionally.
These are lessons every student learns at NEXIS School of Business, where industry-led learning, real-world projects, and placement opportunities prepare them to build and lead with innovation.
Final Takeaway: Build Brands That Last
At NEXIS, we believe in bringing industry leaders like Dr. Arora to inspire the next generation of entrepreneurs. His session was a reminder that branding is not just about logos or ads – it’s about vision, creativity, and making people care.
As Dr. Arora put it:
“Before people ask for any product, they ask about your brand.” And that’s the ultimate test of innovation.
