Embed Size (px)
DESCRIPTION
Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.
Citation preview
READ OUT LOUDTHE STORY BEHIND
- LEGO-LEGO IS REALLY ENJOYING THE CRISIS
BEFORE YOU START….
please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!
This is a brand that almost everyone has grown up with. With sales in more than 130 countries and a target group that ranges from age 2 to age 99, it produces toys that 400 million people per year play with, during a
total of 5 billion hours. Surprisingly, it also produces 381 million tires a year - making it the largest tire producer in the world: Lego.
In Billund, a rather non-descript little town in Denmark, life revolvesaround one thing; Lego. In the reception hall of the Lego Group,while waiting for my meeting, I become acquainted with the magic
of the Lego brick. After all, what else does one do in a waiting room,accompanied by boxes full of Lego bricks? That is the power of Lego.After a tour of the (closed to the public) Lego museum in the original
Lego workplace, located in the center of Billund, I meet Per Hjuler. Per is Senior Vice President of the Lego Group, and is responsible for the brand, as well as for communications and concept development.
- END OF RECORDING-
