Revealed: The Swiss Army knife
When you hear the words Swiss Army you may think of the country's neutrality in the Second World War but more likely you would think of the knives.
Carl Elsener Jr is the chief executive of Victorinox, the company founded by his grandfather in 1884. It makes 35,000 knives each day but has also branched out into producing luggage and clothing and has never sacked an employee for economic reasons.
He told the Today programme's business presenter Simon Jack about how the company got its name, the impact of 9/11 and the power of the brand.