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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 ...

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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    Chapter lego03 Chapter lego03 Presentation Transcript

    • READ OUT LOUD THE STORY BEHIND - LEGO-LEGO IS REALLY ENJOYING THE CRISIS
    • BEFORE YOU START….please look into your camera and tell us slowly your name, city andcountry… Then you can start reading this paragraph out loud… Have fun!
    • “In 1960, the Lego factory burned tothe ground. As of that moment, Olestopped producing wooden toys infavor of focusing 100% on thedevelopment of the Lego system. Thiswas an important turning point in the
    • history of our company.” Kjeld Kirk,Ole Kirk’s grandson, joined Lego in1979 and used his commercial talentsto expand the companyinternationally and make it global. Hewas the driving force behind
    • innovative ideas such as Lego playthemes. In this way, each generationhas made its own contribution to theexpansion of the family company.
    • In no time, Lego became aninternational. It seemed as if nothingand no one could stop its growth. Yet,during the nineties, things started togo wrong. Per explains: “Thanks to itsyears of success, Lego had become
    • lazy and arrogant. They no longerused child test panels to test newproducts and the designers were givenfree rein in deciding what Lego wouldintroduce into the market.
    • - END OF RECORDING-