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
OLYMPIC
GAMES
TWITTERING FROM THE OLYMPICS

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. During those same Games, the
American broadcasting company NBC
alone broadcast 3,600 hours of footage,
via their various platforms and
channels. This is more than the United
States broadcast in total in Olympic

4. Summer Games footage between 1960
and 2004.” The criticism that the
Olympics are slowly but surely
becoming something that can only be
seen via the paid media and television
channels, is refuted by Timo Lumme.

5. “Our aim is to reach as wide a public as
possible. The platform through which
this is achieved is not relevant. We
embrace all new platforms and available
technologies. At the same time, we want
to guarantee that the Olympic footage

6. remains accessible via „traditional‟
media. More and more people have
television and Internet, but that doesn‟t
mean that we all do.

7. - END OF RECORDING-