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.

1. READ OUT LOUD
THE STORY BEHIND
- VICTORINOX-
SHARPENING THE KNIVES AFTER 9/11

2. 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!

3. In 2005, Victorinox took over the
financially struggling Wenger. “This
takeover has strengthened our market
position. We have chosen to maintain
both brands so that we can benefit
from the lead that each brand has in a

4. particular product category. For
instance, Victorinox has a strong
market position in fashion. So it was
logical to place the Wenger perfumes
under Victorinox. For us, the
association with Swiss Army and terms

5. such as quality, innovation,
functionality and design are of extreme
importance. The takeover of Wenger
ensures that Swiss Army retains its
reputation and doesn’t fall into foreign
hands.” I am curious as to how the

6. employees of the two companies feel
about the takeover of Wenger. After all,
they have been competitors for years.
Says Carl: “To the outside world, it
might seem that way, but both
companies had worked together for

7. years. The government is obligated to
have their Swiss Army Knives
delivered by two companies.

8. - END OF RECORDING-