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
- ALESSI -
LINK BETWEEN DESIGNER AND CONSUMER

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. Currently, we are busy
professionalizing our position in
these areas as well.” Alessi also works
together with producers who are
active in other markets. “Around the
year 2000, we decided to apply our

4. vision on design to other markets,
under license. These alliances allow
Alessi to access other markets without
the necessity for in-house expertise.”
Examples of this cooperation are
various Seiko watches, a tablet kitchen

5. computer, and a cordless telephone
with Italian Promelit. This creates
synergy for the brands: Alessi
provides the design and the other
brand provides the technology. “Aside
from generating more profit, this

6. solidifies our name with the new
generation that has not grown up with
Alessi. Recently, we divided our brand
into three sub-brands: the affordable
and accessible A di Alessi, the
houseware sector Alessi and the

7. exclusive line Officina Alessi. Each
with its own price category and target
group.”

8. - END OF RECORDING-