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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
- 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!
In 1999, Lego operated at a loss for the first time ever. It was clear thatsomething had to change. Kjeld Kirk realized that he would not be able to lead the company through this period successfully and nominated
Poul Ploughmann as interim COO to help the company make a fresh start. Poul cleaned up the company in four years. Anything that was not profitable or was not part of the company’s core business was either
gotten rid of or sold. It soon became clear that many products and projects had been funded for years without yielding a single Danish krone. In 2005, the four Legolandparks were also sold. After all, they
were not part of the company’s core business. “It quickly became clear that we were going to be selling the Legoland parks, because we are good at making toys, but not at running theme parks. We did retain a 30%
share in the parks, however, as they are an important representative of the brand and bad management could directly influence the brand’s image.”
- END OF RECORDING-