chapter lego07
DESCRIPTION
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.TRANSCRIPT
READ OUT LOUDTHE STORY BEHIND
- LEGO-LEGO IS REALLY ENJOYING THE CRISIS
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!
“Slowly but surely, we are getting our foot on the ground there. Our most important principle is that we remain a premium brand. So we are certainly not planning on doing any price stunts. We will just have to wait
patiently until the middle class grows and becomes prepared to buy Lego products. Lego always uses one worldwide campaign for all countries. Currently, we are looking into whether this is the right approach for
the Asian market.”
Lego is once again a healthy company, and has in fact achieved itshighest turnover ever over the last two years. “The crisis is traditionally
not a problem for us. Actually, during times of crisis, parents tend to buy extra toys for their children, for instance to make up for a missed vacation.”
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