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READ OUT LOUD        THE STORY BEHIND      - LEGO-LEGO IS REALLY ENJOYING THE CRISIS
BEFORE YOU START….please look into your camera and tellus slowly your name, city andcountry… Then you can start readingthi...
This is a brand that almost everyonehas grown up with. With sales in morethan 130 countries and a target groupthat ranges ...
total of 5 billion hours. Surprisingly, italso produces 381 million tires a year- making it the largest tire producer inth...
In Billund, a rather non-descript littletown in Denmark, life revolvesaround one thing; Lego. In thereception hall of the ...
of the Lego brick. After all, what elsedoes one do in a waiting room,accompanied by boxes full of Legobricks? That is the ...
Lego workplace, located in the centerof Billund, I meet Per Hjuler. Per isSenior Vice President of the LegoGroup, and is r...
- END OF RECORDING-
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Chapter lego01

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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.

Published in: Entertainment & Humor
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Transcript of "Chapter lego01"

  1. 1. READ OUT LOUD THE STORY BEHIND - LEGO-LEGO IS REALLY ENJOYING THE CRISIS
  2. 2. BEFORE YOU START….please look into your camera and tellus slowly your name, city andcountry… Then you can start readingthis paragraph out loud… Have fun!
  3. 3. This is a brand that almost everyonehas grown up with. With sales in morethan 130 countries and a target groupthat ranges from age 2 to age 99, itproduces toys that 400 million peopleper year play with, during a
  4. 4. total of 5 billion hours. Surprisingly, italso produces 381 million tires a year- making it the largest tire producer inthe world: Lego.
  5. 5. In Billund, a rather non-descript littletown in Denmark, life revolvesaround one thing; Lego. In thereception hall of the Lego Group,while waiting for my meeting, Ibecome acquainted with the magic
  6. 6. of the Lego brick. After all, what elsedoes one do in a waiting room,accompanied by boxes full of Legobricks? That is the power of Lego.After a tour of the (closed to thepublic) Lego museum in the original
  7. 7. Lego workplace, located in the centerof Billund, I meet Per Hjuler. Per isSenior Vice President of the LegoGroup, and is responsible for thebrand, as well as for communicationsand concept development.
  8. 8. - END OF RECORDING-
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