Chapter lego02

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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.

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Chapter lego02

  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. The story of Lego started in 1932.Carpenter Ole Kirk Christiansenhad been working in construction forseveral years, when the economiccrisis hit the market. He decided tomake wooden toys and challenged
  4. 4. his seven employees to come up witha name for the company. The prize: abottle of wine. Says Per: “In the end, itwas Ole himself who came up with thewinning name, Lego, derived from theDanish words ‘leg godt’,
  5. 5. or ‘play well’. Later, they discoverthat, in Latin, ‘leg godt’ means ‘Iassemble’.”After the Second World War, Legotook up the increasingly popular
  6. 6. production of plastic toys, giving birthto the precursor to today’sLego brick, the automatic bindingbrick, in 1949. In the initial design,the bottom was still hollow, making itimpossible to interlock the bricks.
  7. 7. It was during this time that Godtfred,Ole Kirk’s son, joined the company’smanagement team. Nine years later,he developed the Lego brick that weknow to this day, while he is alsoresponsible for introducing LegoTechnic.
  8. 8. - END OF RECORDING-

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