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
- INNOCENT-
MAKE WAY FOR SMOOTHIES

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. Inside, it is immediately clear how
consistent Innocent is. No state-of-
the-art office interiors: Fruit Towers
has grass on the floors, picnic tables
for meeting areas, parasols, a ping
pong table, a rich palette of colors,

4. and generates a pleasant atmosphere
of cozy disarray. Right down to the
last details. Next to the control panel
of the air-conditioner, the instructions
start with the words: ‘Hello, I’m an
air-conditioner. I keep the roam

5. toasty and warm or fresh and cool’.
In one of the few meeting rooms, I
meet with Richard. Richard tells me
about how, while he was studying
geography, he and his two best friends
Adam and Jon dreamed about setting

6. up their own company. Upon
graduation, however, they joined the
work force, though they continued
living in the same house as flatmates
– and they never stopped dreaming
about founding their own company.

7. - END OF RECORDING-