In 2011, author, Martijn Arets, visited 20 inspiring companies around Europe to learn how to build a better brand. The stories and lessons he learned became the book Brand Expedition. 

What Martijn set out to do was to visit these companies and understand them better. This became reality when he quit his job and went on the road to interview CEO’s, founders and brand managers. He captured his findings on video and shared his experiences by blogging and tweeting while on the road. At each stop, he requested that each CEO ask the next CEO a question on video. To engage more with his growing audience, Martijn asked them to help pick out which company to visit next.  

While Arets set out to capture his expedition in a digital format, he found that a book was the best way to share the stories and lessons. The book he wrote based on his experiences was a great success in Holland, and he set about crowdsourcing an international edition.

To improve upon that success and tie his online content to the book, Arets and Layar teamed up. For the release of the international edition, Arets used Layar to enrich the book with video interviews of the CEO’s pan-company interviews. Each page enhanced with video content has the View with Layar logo, indicating to readers when the special videos are available.  

At Layar, we think it’s a cool book and a great way to use our platform. The videos fit nicely with the printed content of the book. It gives the book experience something extra, which keeps the reader more enaged and in tune with the “how to build a brand” message and lessons.

We are very curious how the readers will like it.

Watch the video below to see how it works.  You can buy the book here to experience for yourself.