Chapter thebodyshop03

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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: Business, Sports
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Chapter thebodyshop03

  1. 1. READ OUT LOUD THE STORY BEHINDTHE BODY SHOP TRULY GREEN
  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. Anita was convinced that closecontact with her clients would ensurethat they would tell the storythemselves. The company grewquickly, without any large investment,due to the fact that people could start
  4. 4. their own franchise. The shops spreadlike wildfire: 35 years later, The BodyShop has over 2,500 stores in 65countries. “Anita was very criticalwhen selecting new franchise holders.In the 20 years that I have been
  5. 5. working for the company, I havespoken with dozens of them. Everyoneremembers the unusual interviewsthey had with Anita. Franchise holdersneeded to share the company’s values,as Anita felt this was the only way the
  6. 6. shops could successfully be expandedupon. The franchise holders weregiven clear guidelines, aimed atensuring that the brand would berecognizable everywhere. Other thanthat, Anita gave them plenty of space
  7. 7. to give the concept their own twist.After all, they know theirmarket and clients best.”
  8. 8. - END OF RECORDING-
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