The document discusses techniques of persuasion, including ethos, logos, pathos, scarcity, reciprocity, authority, consistency, liking, and consensus. It provides examples of how Flipkart uses some of these techniques in its branding and marketing, such as establishing an ethical brand image (ethos) and motivating unbiased thinking in customers (pathos). The document also notes that persuasion is preferable to force in civilized society and that people value things that seem scarce and desire to follow the lead of similar others.