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Chapter tomtom05
 
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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 tomtom05 Chapter tomtom05 Presentation Transcript

    • READ OUT LOUD THE STORY BEHIND- TOMTOM -TRAVELING ACROSS THE WORLD WITH THE HELP OF A BOX
    • 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!
    • During the interview, it is hard togauge TomTom’s plans for the future.It is clear that Harold is holding back.The presence of the stern PR-ladyreinforces this feeling. Not a word ispublished without prior approval
    • from the TomTom PR-machine. As aconsequence, the interview doesn’tquite go as I had hoped. It’s not that Idon’t understand; competition isfierce, after all. When Googleannounced, in October, that it would
    • be introducing free navigationalsoftware, the value of TomTom’sshares dropped by 21% in one day.Three months later, Nokia made asimilar announcement, again causingthe value of TomTom’s share to go
    • down by 15%. It is clear that, in thefuture, TomTom will be focusing onproducts other than the well-knownnavigation device. “The profitsgenerated by content and services aregrowing strongly. We will keep
    • making the navigation devices, butthey will constitute an increasinglysmaller share of our total sales.”TomTom is convinced that the smartphone will not replace the navigationdevices.
    • - END OF RECORDING-