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
- SWAROVSKI -
MORE THAN JUST CRYSTAL JEWELRY

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. Swarovski has acquired a good name
thanks to its constant attention to
quality and innovation. “During the
first 80 years, our production
focused on the supply of crystals. We
did not make any end products.” This

4. changed when the number of orders
decreased due to the recession in the
’70s. In 1976, an employee came up
with an idea that led to the design of
the first crystal figurine: a mouse. One
year later, Swarovski introduced its

5. own jewelry line. This was the start of
a wide collection that is still growing.
“That we still put a lot of stock in
innovation is evident from the fact that
we have 600 employees who, on a
daily basis, focus on research and

6. technological development.” These
days, the company is run by the fourth
and fifth generation of the family. “I
think it is great to see how each
generation makes its own unique
contribution to the growth of the
company.

7. - END OF RECORDING-