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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.
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READ OUT LOUDTHE STORY BEHIND
- VICTORINOX-
SHARPENING THE KNIVES AFTER 9/11
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!
Only when they partly computerized the factory in 1992 did its production capacity increase. As a consequence, supply exceeded demand. Victorinox setup a marketing department and started advertising for the first time.
The attack on the Twin Towers on September 11, 2001, is a black day in the history of the company. As of this day, travelers are no longer allowed to pack knives in their hand luggage, leading to a dramatic drop in tax-free
airport sales. All of a sudden the knife became considerably less attractive as a business gift. Some countries, such as England, prohibit the carrying of a knife in public. “Because of this development, our company fared badly for a while.
In order to avoid having to fire people, we hired out dozens of our employees to other companies in the neighborhood. Thanks to the fact that we fought so hard for this company together, our employees’ involvement is unrivalled.”
- END OF RECORDING-
