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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.
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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!
After the interview, Jan Christensen, Communications Manager Corporate Communications, takes me on a tour of the company and the factory. The culture of the company and the pride of the people who work for it can be
felt everywhere. “The strength of the Lego brand acts as a magnet on the labor market, allowing us to hire toptalent. Our designers are from all across the world. The selection procedure is a two-week program
during which it becomes absolutelyclear which talent truly fits in with the company. That is the advantageof our strong corporate culture: it operates as an indirect filter and only those people who really fit in with us
remain.” The arrival of social media has made it possible for Lego to benefit not only from its own people, but also from the knowledge and experience of its fans. Though this did take some getting used to in the beginning.
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