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
THE BODY
SHOP
TRULY GREEN

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. Anita was convinced that close
contact with her clients would ensure
that they would tell the story
themselves. The company grew
quickly, without any large investment,
due to the fact that people could start

4. their own franchise. The shops spread
like wildfire: 35 years later, The Body
Shop has over 2,500 stores in 65
countries. “Anita was very critical
when selecting new franchise holders.
In the 20 years that I have been

5. working for the company, I have
spoken with dozens of them. Everyone
remembers the unusual interviews
they had with Anita. Franchise holders
needed to share the company’s values,
as Anita felt this was the only way the

6. shops could successfully be expanded
upon. The franchise holders were
given clear guidelines, aimed at
ensuring that the brand would be
recognizable everywhere. Other than
that, Anita gave them plenty of space

7. to give the concept their own twist.
After all, they know their
market and clients best.”

8. - END OF RECORDING-