[Video] Hoofdstuk 7 ‘A viral bookstore’

What will happen when you place a book that hasn’t been published yet in the biggest bookstore in Europe, and then try to buy your own book?

‘Dutch Best Entrepreneur of 2011’ and author Martijn Arets travelled to London to get an answer on this question. After he placed his book in the Waterstones store at Picadilly, his friend Jelle Drijver tried to buy the book. It took some time, but at the end he could buy the book for 10 pound. 

“In 2010, 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 traveled more than 12,500 kilometers 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.

While he was on the road, Martijn Arets used all conceivable social media, articles and blogs to share his adventures and experiences — gathering a veritable cult following along the way. 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. To enhance the virtual experience of going this trip with him, you can view extra video and photo material through the Layar Augmented Reality app, including Q&A-sessions between the interviewees themselves.

Brand Expedition, the book, is not only of significance to anyone who has a professional interest in entrepreneurship, marketing and market development, but also to those who are interested in the origin of some of Europe’s best-known brands and have always wanted to know more about the adventures, inspiring visions and anecdotes that went towards creating what have become household names all across the world.”

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“Almost every big company fails due to hubris, while every entrepreneur succeeds in his own unique way. That has never been clearer than in Martijn Arets’ own unique, insightful, and enjoyable book. Whether you are an entrepreneur, wish to be one, or desire to bring entrepreneurial innovation back into your fossilized organization, turn to Brand Expedition to explore new territory, meet engaging brands, and learn new lessons.”
B. JOSEPH PINE II, CO-AUTHOR, THE EXPERIENCE ECONOMY AND INFINITE POSSIBILITY

“The Dutch are such deliciously odd people. They even tour around Europe to visit brands! Adidas enjoyed meeting Martijn and following his exciting Brand Expedition.”
JAN RUNAU, CHIEF CORPORATE COMMUNICATIONS OFFICER ADIDAS

Brand Expedition is more than just a book.It is a journey to the soul of every company in a search for the attitude that brought them where they are. Brand Expedition is great fun and on top of that, is filled with the ISPs: Inspirational Selling Points. A page-turner for people on a (brand)mission!
RENÉ C.W. BOENDER, AUTHOR GREAT TO COOL & GENERATION Z

“What a great idea to use social media to create a link between online media and the traditional media through Brand Expedition, allowing these inspiring stories to reach as many people as possible in a unique way.”
CARL ELSENER, CEO OF VICTORINOX (SWISS ARMY KNIFE)

“Brand Expedition is a book with great stories about entrepreneurs who turned their dream into a brand. Indispensible for all those who wish to create an authentic brand!”
RIK RIEZEBOS, CHAIRMAN EURIB / EUROPEAN INSTITUTE FOR BRAND MANAGEMENT

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