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. In my opinion, many companies
these days underestimate the
innovative power of their employees.
Many don’t go much farther than
placing a suggestion box in the
cafeteria, which they occasionally

4. remember to empty. Swarovski’s
approach ensures that its employees
feel taken seriously and stimulates
them to continue submitting ideas on
improvements or for new products.
Some of the ideas that originate from

5. within the company have led to the
creation of new companies that go
beyond merely producing crystal
components. For instance, Swarovski
develops and produces grinding discs,
road safety reflectors, optical

6. instruments and lighting. “These
activities are operated under their own
name; this is clearer for our
consumers. However, all the
companies that fall under the
Swarovski Group share the same

7. values. We expect the same quality
everywhere.”

8. - END OF RECORDING-