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. While the fourth generation focuses
on design and jewelry, the fifth
generation is developing activities in
the new segments of beauty,
perfume, lighting and architecture.”
Swarovski‟s sales primarily take place

4. via the more than 2,000 Swarovski
stores worldwide, of which Swarovski
owns more than half. Swarovski has
been successful in tying people to its
brand since long before the arrival of
social media. Trough the Swarovski

5. Crystal Society, the more than
350,000 members can order exclusive
designs and remain up-to-date on the
latest news. Its first careful foray into
social media proved to be an
immediate success. Swarovski‟s

6. Facebook-page now has more than 1.5
million members. “The Swarovski-
brand and our products appeal to a
very wide target group. Crystal elicits
emotions among those who wear it
and inspires them to tell something

7. about their jewelry. This makes
Swarovski a real „storytelling‟ brand.
Whoever wears our jewelry is made of
light, just like our crystals.

8. - END OF RECORDING-