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
MANCHESTER
UNITED
EVERYONE IS PART OF THE TEAM

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. The fact that we still do this is one of
the reasons that our number of fans is
still increasing to this day. The arrival
of television allowed us to go from a
local, to a European and finally a world
club. 80% of all televisions in the world

4. can receive broadcasts of Manchester
United soccer matches. With the rising
economy in Asia, this number is sure
to increase. This offers us many
opportunities, being as how 58% of
our fans currently live on that

5. continent.” Also the Internet
contributes to the ever-increasing
expansion of the Manchester United-
stage. “Via our website and Facebook-
page we offer exclusive
interviews, extra footage and
background

6. information. This way we involve
millions of fans with the ins and outs of
the club every week.” And the numbers
prove this. The Manchester United
website attracts more than 10 million
visitors a month and the Facebook

7. fanpage has approximately 22 million
members (two years ago, this was
7 million!).

8. - END OF RECORDING-