Luxury publisher Kraken Opus has done their best to revive the flagging world of print publishing. For the release of the autobiography of Indian cricket legend Sachin Tendulkar, they have created 10 limited edition copies that contain a pint of his blood. Each book has one page mixed of paper pulp and blood. I think it’s quitedisgusting, but ten people think otherwise and paid $75,000 for these books (proceeds went to Tendulkar’s charity). Kraken Opus have added a great piece of theatre to the traditional world of publishing – it was a big idea, that didn’t cost very much, and sparked a huge amount of PR for them.

Maybe it’s time we saw the world through a theatrical lens? How might we spark similar sort of interest for our brand?