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
MANCHESTER
UNITED
EVERYONE IS PART OF THE TEAM

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. The clock in the Old Trafford
Stadium, which remains permanently
frozen at February 6, 1958, the day of
the plane crash in Munich, serves as a
constant reminder of this important
turning point in the Manchester
United’s

4. history. The fans will never forget Matt
Busby, because whoever comes to the
Stadium passes the street that is
named after him. After his departure
in 1969, the club had to wait until 1986
before it found another successful

5. manager who could compare with
Busby; Alex Ferguson, who still
manages the club and has a strong
influence on everything that goes on
there. Though he is the trainer, called
‘manager’ in England, his influence

6. goes a lot farther than the mere
training of the team. One of
Manchester United’s success factors
lies in that the club always involves its
fans with the club and tries to give as
many fans as possible the chance to

7. attend a live game. “In 1908, we started
the tradition of giving fans in other
countries the chance to actually go
to a game when the team went on tour.

8. - END OF RECORDING-