NGS Visual Strategy Guide

NATIONAL GEOGRAPHIC

VISUAL STRATEGY GUIDE

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01. BRAND OVERVIEW

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National Geographic Society Brand History The Foundation Undersea Exploration Chimpanzee Study Further Exploration Cultural & Historical Research

02. THE FUTURE

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Soul of the Future The New Statement The Expansion The Differentiations Brand Visualization

03. THE FUTURE AUDIENCE 38-55

The New Audiences Target Audience Overview Target Audiences

04. THE COMPETITORS

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Competition Current Competitors Adjacent Competitors Future Competitors

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BRAND OVERVIEW National Geographic Society Brand History The Foundation Undersea Exploration Chimp Study Further Exploration Cultural & Historical Research

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“At National Geographic, we believe in the power of science, exploration, and storytelling to change the world.”

— nationalgeographic.com

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BRAND OVERVIEW

National Geographic Society

NATIONAL GEOGRAPHIC SOCIETY ABOUT NATIONAL GEOGRAPHIC National Geographic gets you closer to the stories that matter. Thanks to the world’s best scientists, photographers, journalists, and filmmakers, National Geographic captivates and entertains a global community through television channels, magazines, children’s media, travel expeditions, books, maps, consumer products, location-based entertainment and experiences, and some of the most engaging digital and social media platforms in the world. A joint venture with 21st Century Fox, National Geographic reinvests 27% of its proceeds to help fund the conservation and education efforts of the National Geographic Society.

ABOUT THE NATIONAL GEOGRAPHIC SOCIETY The National Geographic Society is a global nonprofit organization committed to exploring and protecting our planet. We fund hundreds of research and conservation projects around the world each year and inspire new generations through our education initiatives and resources.

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BRAND HISTORY “I am not a scientific man, nor can I lay claim to any special knowledge that would entitle me to be called a ‘Geographer,’” wrote Gardiner Greene Hubbard, President of the newly founded National Geographic Society in 1888. His words opened the first issue of the first National Geographic. “Our Society will … include that large number who, like myself, desire to promote special researches by others,” he said, “so that we may all know more of the world upon which we live.”

TV Specials Maps Books Magazine

Maps Books Magazine

THE FOUNDATION & INITIAL EXPLORATIONS

1888

1900

1910

UNDERSEA EXPLORATION & COLOR PHOTOGRAPHY

1920

1930

1940

CHIMPANZEE STUDY

1950

Jan 13, 1888: The Beginning The National Geographic Society is founded by thirty-three founding members.

1926: First Underwater Pictures National Geographic staff photographer Charles Martin and scientist W.H. Longley make the first natural-color underwater pictures.

Oct 1888: National Geographic magazine First issue of National Geographic magazine sent to 200 charter members.

Nov 28, 1929: South Pole Flight Richard E. Byrd achieves man’s first flight over the South Pole. He photographs some 60,000 square miles of Antarctica from the air.

Apr 6, 1909: True North Robert E. Peary and Matthew A. Henson make their claim as the first to reach the North Pole.

Theirs is a National Geographic Society-supported expedition.

1914: Color Photo National Geographic’s first color photos are published. The autochrome featured a garden scene that had no relation to any story in the issue; it ran simply as an example of the technology.

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August 1956: Deepest Undersea Photographs Magazine publishes deepest undersea photographs made to date, from 25,000 feet down in the mid-Atlantic Romanche Trench.

September 1959: Magazine Cover Color photographs begin to appear regularly on magazine cover.

1960

1970

1961: Chimp Study Jane Goodall begins her study of chimpanzees in Tanzania’s Gombe Stream Park using National Geographic Society funds.

May, 1963: Americans on Top The first American climbers (including Jim Whittaker and National Geographic magazine’s Barry Bishop) reach the summit of Mount Everest during a Society-supported expedition.

1965: Debut of television program National Geographic television programming debuts with the National Geographic Special "Americans on Everest" on CBS.

BRAND OVERVIEW

Travel Retail Facebook Games Local Language Editions NG.com Channel International Channel Traveler Kids TV Specials Maps Books Magazine

Traveler Kids TV Specials Maps Books Magazine

FURTHER EXPLORATION

1980

1990

1991: Dino Find An expedition led by Society great Paul Sereno discovers the Eoraptor, the world’s earliest dinosaur known to date.

1995: Ice Maiden A frozen, 500-year-old mummy of a young woman is found by Rolex Laureate and current Explorer-in-Residence Johan Reinhard on an Andean summit in Peru.

1999: Peak Experience Explorer and longtime National Geographic associate Bradford Washburn announces a revised figure for the elevation of the world’s highest mountain.

2000: Across Africa Conservationist and Explorer-in-Residence J. Michael Fay completes his 456-day, 2,000-mile Megatransect of Africa.

CULTUAL & HISTORICAL RESEARCH

2000

2010

Brand History

The new NGS has launched; with an expanded future vision based on the original National Geographic Society, the new NGS moves forward with a new name and identity.

Research Labs Education Exploration Initiatives Media & PR Adventure Wild Snapchat Instagram Travel Retail Facebook Games Local Language Editions NG.com Channel International Channel Traveler Kids TV Specials Maps Books Magazine

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2001: Family Find Granite (and current National Geographic Explorer-In-Residence) Meave Leakey announces the discovery of 3.2- to 3.5-million-year-old fossils.

NGS Preservation Division NGS’ preservation programs will study and preserve disappearing human cultures, endangered animals and plants, and threatened habitat. New biomorphic structures and buildings inspired by nature will enable people to live in accord with nature.

2003: Inside Look National Geographic begins funding a project to study ancient Egyptian mummies.

NGS Discovery Division The future NGS will create new methods of exploration which enable people to explore regardless of their physical limitations or circumstance. The brand’s VR exploration technology will also allow people to travel wherever and whenever they want.

Furthermore, the brand will provide its audiences with vivid first-hand experiences of exotic cultures and minority human groups.

2007: Vanishing Languages National Geographic Fellows David Harrison and Greg Anderson release a list of places around the world where languages are disappearing most rapidly.

2012: New Maya Mural, Calendars Debunk Myth Archaeologist William Saturno reveals the discovery of an unprecedented Mayan mural that contradicts the 2012 doomsday myth.

NGS Inspirational Division The new NGS will keep inspiring people to learn, discover, and teach and will provide the public with ongoing information and insights into NGS’ research activities. Furthermore, new researchers and explorers will be trained and educated by NGS while talented young students from around the globe will be supported in their ongoing scientific and academic work.

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BRAND OVERVIEW

Brand History

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[1888-1920]

THE FOUNDATION In Jan 13, 1888, Thirty-three founders of National Geographic Society meet at the Cosmos Club, Washington, D.C., to create “a society for the increase and diffusion of geographic knowledge.” This was prompted by a desire to share their scientific interests, ideas, and findings. In October of the same year, the first issue of National Geographic magazine was published. Soon afterwards, the Society sponsored mapping expeditions to the Mount St. Elias region in Alaska. Mount Logan, Canada’s highest peak, was also discovered at this time. A year after the founding of National Geographic Society, Alexander Graham Bell assumed the presidency of the organization.

This 1963 painting depicts the founders signing their names to the new organization’s chapter.

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BRAND OVERVIEW

The Foundation

INITIAL EXPLORATIONS National Geographic Society soon began to act on one of its central missions. One of the most remarkable of these efforts was being the first to reach the North Pole. While on a National Geographic Society-supported expedition, Robert E. Peary and Matthew A. Henson made their claim on April 6, 1909 in an accomplishment which stunned the world. Moreover in 1914, the first color photo was published by the Society. The autochrome featured a garden scene that had no relation to any story in the issue; it ran simply as an example of the technology.

The first issue of National Geographic magazine.

Peary’s team near the North Pole

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[1921-1960]

UNDERSEA EXPLORATION In 1926, underwater color photography was born with a shot of a hogfish photographed off the Florida Keys in the Gulf of Mexico by Dr. William Longley and National Geographic staff photographer Charles Martin.

Equipped with cameras encased in waterproof housing and pounds of highly explosive magnesium flash powder for underwater illumination, the pair pioneered underwater photography.

Having initiated the first underwater color photography, National Geographic magazine then published astounding deep sea photographs taken at a depth of 25,000 feet in the mid-Atlantic Romanche Trench.

The first underwater color photo was born with this shot of a hogfish.

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BRAND OVERVIEW

Undersea Exploration

SOUTH POLE FLIGHT Admiral Richard Byrd and his co-pilot Floyd Bennett flew the Josephine Ford from Spitsbergen Island, Norway, to the North Pole and back on May 9, 1926—ostensibly the first to take a plane over the Earth’s frozen tippy-top.

The trip of more than 1,500 miles took 15 hours and 30 minutes.

According to the September 1926 issue of National Geographic Society, “The main gasoline supply for the trip was contained in the tanks built inside the single wing of the plane. The motors of Commander Byrd’s plane were air-cooled, thus materially lessening the weight and relieving the explorer of any anxiety as to the freezing of water in the radiators.”

September 1926, National Geographic Magazine

Byrd’s Antarctic expedition plane

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[1961-1980]

CHIMPANZEE STUDY Dr. Jane Goodall began her pioneering research and study of wild chimpanzees in Tanzania’s Gombe Stream Park in 1961, with National Graphic Society providing the funding. Her story of a young girl who loved animals and dreamed of going to Africa—and who found a way of making that dream come true-is also one of the great scientific sagas.

Goodall’s longstanding study of chimpanzee behavior demonstrating how closely chimpanzees resemble humans-and humans chimpanzeeshas caused a revolution in how we understand ourselves.

Jane Goodall and a young chimpanzee in 1964

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BRAND OVERVIEW

Chimp Study

AND MORE Along with Goodall’s groundbreaking study of chimpanzees, National Geographic Society initiated other important exploration efforts. In May 1963, the first American climbers, including Jim Whittaker and National Geographic magazine’s Barry Bishop, reached the summit of Mount Everest during a Society-supported expedition. Two years later at the summit, National Geographic television programming debuts with the National Geographic Special “Americans on Everest” on CBS.

Jim Whittaker holding flags on Mount Everest’s summit

List of CBS stations airing “Americans on Everest” – September 1965

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[1981-2000]

FURTHER EXPLORATION From 1981 to 2000, National Geographic Society expanded the scope of its media and exploration activities. In 1984, the Undersea archaeology pioneer George F. Bass, supported by the Society, discovered the most extensive collection of Bronze Age trade goods ever found beneath the sea, in a 3,400-year-old shipwreck off southern Turkey. In early 1993, Paul Sereno of the University of Chicago announced at Society headquarters the discovery of the world’s earliest dinosaur. Along with these discoveries, the Society also devoted resources and funds to finding the ‘Ice Maiden’ in 1995 and to crossing Africa in 2000.

In one of the most dramatic shipwreck discoveries of modern times, Dr. Robert Ballard discovers the Titanic using NGS-designed imaging technologies. This leads off a series of stunning follow-ups: the Society assisting Ballard in finding the remains of the battleship Bismarck and the liner Lusitania.

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BRAND OVERVIEW

Further Exploration

DEVELOPMENT OF PROGRAMS AND MEDIA In 1984, starting with the launch of the travel magazine National Geographic Traveler, National Geographic Society began introducing more programs and media products. The next year, the Society launched the Geographic Education Program with the goal of improving geography instruction in the nation’s school systems. After the Society’s 100th birthday in January 1988, the organization began a Japanese edition of National Geographic magazine, which was its first local-language edition. In 1996, the Society launched its website: www.nationalgeographic.com and followed it the next year with National Geographic Channels International.

Brad Washburn and a National Geographic cartographer discuss relief shading on a Grand Canyon map.

Fay leads his team through the Goualougo swamp in central Africa.

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[2000-PRESENT]

CULTURAL & HISTORICAL RESEARCH After the discovery of 3.2-to 3.5 million-year-old fossils in 2001, National Geographic Society concentrated its efforts on more cultural and historical explorations. In 2003, the society began funding a project to study ancient Egyptian mummies, including King Tutankhamen, with a portable CT scanner. In 2007, National Geographic Fellows David Harrison and Greg Anderson released a list of places around the world where languages were disappearing most rapidly. The Enduring Voices Project, a program to help document these languages, was subsequently launched. Then in 2013, the Society celebrated its 125th anniversary and in 2014, the magazine’s 40th local-language edition was published in Azerbaijan.

A coffin of solid gold that held King Tut’s mummified remains.

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Nina Kochayevna Manjieyeva at her home in Komsomolsky, Kalmyk Republic, Russian Federation, in May 2012

BRAND OVERVIEW

Cultural & Historical Research

NATIONAL GEOGRAPHIC PARTNERS JOINT VENTURE In September 9, 2015, The Society announced that it would re-organize its media properties and publications into a new company known as National Geographic Partners, which will be majority-owned by 21st Century Fox with a 73% stake.

National Geographic Society and 21st Century Fox agree to expand Partnership.

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THE FUTURE Soul of the Future The New Statement The Expansion The Differentiations Brand Visualization

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THE NEW STATEMENT

We inspire and empower people to explore, understand, and go beyond the worlds of nature, science, culture and biotechnology.Â

SOUL OF THE FUTURE

THE EXCITEMENT OF EXPLORATION AND OF INSPIRING CURIOSITY.

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The Future

The New Statement & Soul of the Future

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THE EXPANSION With its longstanding dedication to science and exploration, the National Geographic Society has been working since inception to change the world for the better and to protect the planet and its resources. Through access to their various media outlets, including magazines and a cable channel, people can now discover the various worlds that National Geographic presents and explore the fascinating realms of nature, science, and culture.

The Society not only documents the Earth and its natural and cultural wonders but works to preserve these resources for the future of humanity.

Now, the Society is able to expand its well-known expertise and scope into deeper and broader levels of research and experience. Its adventurous and experimental spirit will allow all people to explore new realms of biology, nature, and biotechnology as well as help protect disappearing human cultures. The Society will fund research and resources to help treat disease and prevent species extinction. Also the Society’s new media will allow people to engage all five senses during the exploratory experience (even if they have physical limitations), and it will provide an opportunity for everyone to to learn more about the Earth, culture, humanity, ecology, and new developments in science.

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The Future

The ExpansionÂ

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THREE KEYWORDS EXPLORATION The Society’s new approach promotes its original commitment to making the joys of exploration available to all people. The world has changed and become smaller through globalization, but there is still much to discover.

New biological and biotechnological research and the intriguing microscopic dimensions of life will be explored with wonder and excitement by new generations. NGS’s approach will also give them the chance to learn about the vanishing cultures and languages on our planet and what we can do to help preserve them.

EDUCATION The Society’s new institutions will educate us about nature, life, history, new innovations in biology and biotech, and the cultures of the world.

Specialized knowledge of biology, technology or biotechnology will no longer only be for the scientist. People all over the world will be better informed, with beneficial effects for everyone and for society in general.

EXPERIMENTATION National Geographic Society will create new laboratories for advanced research and experimentation into human health, animal behavior, and the natural sciences, as well as into the new realms of biotechnology, such as biomorphic architecture. Also the new laboratories will contribute to preserving disappearing cultures around the world.

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Experimentation Exploration Education Three Keywords

The Future

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THE DIFFERENTIATIONS ABOUT BIOTECHNOLOGY The new NGS will focus more on research that will help advance the fields of biotechnology. New developments at the intersection of IT and the life sciences will be at the forefront of exploration for many years to come, and the Society will be a leader in promoting research into bio-cells, nanotechnology, synthetic biology, bio-robotics, bionic architecture, biopharmaceuticals, and more. Through this new approach, the public will explore and understand these new scientific endeavors that will be shaping society of the future. The NGS will help with the biotechnological improvements of human and animal life and promote a sense of wonder regarding life and death.

ABOUT CULTURES The Society will provide more chances to explore not only the worlds of science and nature, but also disappearing human cultures, including minority human groups, as well as the exotic languages which have not yet been discovered or are rare and vanishing. The Society will encourage people to learn about the rich variety of human societies which are losing out in this globalized world. Also, NGS will work to preserve these people and cultures in a kind of breeding program, and by doing so, we can explore and retain these cultures, and be motivated to investigate the roots and origins of human life and civilization.

ABOUT NEW EXPERIENCES Moreover, regarding the total audience experience, the Society has various media properties including its magazine, films, and a cable channel, and the media provides nearly 40 language editions. Their mission is to inspire people to care about the planet, its environment, history, and diverse cultures as well as new science and technology. Now National Geographic Society will make the experience deeper and more life-like through new virtual reality technology and provide it to people who might have physical disabilities.

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The Future

The Differentiations

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BRAND VISUALIZATION

CURRENT LOOK National Geographic Society is associated with excellent, world-renowned photography which delivers the beauty of the Earth as well as the excitement of exploration and adventure. Currently the key concept of the brand visualization is to promote the beauty, wonder, and excitement of our journeys of exploration of the world. It is warm, humanistic, and organic. This brand aesthetic has not changed even though NGS is now a property of 21st Century Fox, a major media organization.

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The Future

Brand Visualization

WARM, ORGANIC, NATURALISTIC, HUMANISTIC

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BRAND VISUALIZATION

FUTURE LOOK The future Society will continue pushing the boundaries of exploration but with an understanding of our changing world and society. Also it will move further into the areas of scientific and biological experimentation.

Therefore, the key concept of the future National Geographic Society’s visualization is to express their commitment to fundamental research and exploration along with a continuity with the original brand’s association with adventure and exploration. As a result, the visual aspects of the brand will now be scientific and biological with some elements of technology and post-humanist concepts.

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The Future

Brand Visualization

EXPERIMENTATION, SCIENTIFIC, ARTIFICIAL INTELLIGENCE

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THE FUTURE AUDIENCE The New Audiences Target Audience Overview Target Audiences

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“We give educators powerful tools to reveal our interconnected world-and inspire new generations.”

— nationalgeographic.com

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The Future Audience

The New Audiences

THE NEW AUDIENCES The existing audiences of National Geographic Society are people who are curious, passionate influencers, actively engaged in making a difference in their lives. The Society has always encouraged people to explore the world and expand their awareness of the Earth, nature, history, and culture.

Their audiences love their efforts to bring something beautiful and new through photography and allow them to see unfamiliar and exotic places.

Now, the Society will expand their scope from their traditional subjects to the microscopic, invisible realms of bioscience and the exciting new developments in biotechnology. Moreover, the new Society will continue to improve their media properties and make the audience’s experience more vivid, dynamic, and alive (through virtual reality and other technologies).

There are no major changes to the existing audiences, but I’ve expanded the range. The new audiences are people who want to explore the world more deeply in order to enhance their knowledge or experience. William Christopher is just one example. These pioneers want to know more about new discoveries in science, technology, and culture. The Little Scientist and Busy Parents will be perfect audiences because the new NGS will bring them the exciting worlds of nature, biology, life on the planet, technology, and science. The techie was included because he will be an active contributor to the new world and might give inspiration to the new NGS’s development.

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TARGET AUDIENCE OVERVIEW There are no major changes to the existing audiences, but I’ve expanded the range. The new audiences are people who want to explore the world more deeply in order to enhance their knowledge or experience. William Christopher (see below) is just one example. These pioneers want to know more about new discoveries in science, technology, and culture. The Little Scientist and Busy Parents will be perfect audiences because the new NGS will bring them the exciting worlds of nature, biology, life on the planet, technology, and science. The techie was included because he will be an active contributor to the new world and might give inspiration to the new NGS’s development.

Jinnah Kim

A wannabe traveler

Hana Okamoto

A curious little scientist

POTENTIAL TARGET AUDIENCE SPECTRUM People with physical limitations but who have a desire to explore People who are young and talented and have an interest in science, history, culture, exploration, and biotechnology

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William Christopher A risk-taker

MAIN TARGET AUDIENCE SPECTRUM People who are excited by further exploration and the future NGS’ spirit People who seek knowledge and the latest research into science and technology

The Future

Robert Hernandez A busy parent

Raj Bhasin

A busy techie

Target Audience Overview

Anthony Clark

Used to be an active traveler and explorer

POTENTIAL CONTRIBUTOR SPECTRUM People of all ages who have curiosity about the worlds explored by NGS People who are already professionals or educators in technology, science, biotechnology, or artificial intelligence

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The Future Audience

Target Audiences

Age: 20 Occupation: University student Location: Washington, D.C.

JINNAH KIM A WANNABE TRAVELER Potential Target Audience

Jinnah is paraplegic, but she is fun-loving, curious, and optimistic and maintains deep and meaningful relationships with her friends and family.

She is a university student and studies the Social Sciences because she believes an education like this will help make this world a better place.

She intends to work for a non-profit that helps people with disabilities after she graduates.

She is grateful to the development of technology because it allows her to study, subscribe to interesting podcasts, watch documentaries on subjects she loves, and maintain relationships with her friends online.

She also believes that biotechnology might someday heal her disability and the disabilities of others like her.

Although she is pursuing a degree in the Social Sciences, she is interested in history and the natural sciences as well.

She has never traveled abroad. She would like to, but she thinks it would be a burden to her parents, and she’d prefer if they saw her as independent and self-sufficient.

She likes adventure stories with female heroes because they inspire her to set higher goals for herself and achieve whatever she can.

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Target Audiences

Age: 8 Occupation: Elementary school student Location: Boston, Massachusetts

HANA OKAMOTO A CURIOUS LITTLE SCIENTIST Potential Target Audience

Hana has just started elementary school and is really enjoying her school life, learning new things, and playing with friends in her diverse neighborhood.

She likes to run around and play outside with her friends and especially her dog instead of staying home with her dolls.

Hana and her dog sometimes explore the garden of her house and meet new friends in nature, such as ants and butterflies.

She has thousands of questions everyday about lots of topics, but her parents are too busy to answer and in many cases don’t have the answers. Hana understands the situation, but she sometimes feels confused and wants more information to satisfy her curiosity.

She likes reading books about adventure and nature rather than the Disney princess stories because she’s practical-minded and wants to explore the real world.

One of her unforgettable memories is visiting the Boston Zoo with her parents. She became obsessed with visiting the zoo and the aquarium because she was surprised and delighted by all the different species. She’d like to make friends with all the animals.

In her neighborhood and school she has friends from different cultural backgrounds. She likes to visit their homes and eat the different kinds of cuisine and learn words in their languages.

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The Future Audience

Target Audiences

Age: 35 Occupation: Bicycle Seller Location: Phoenix, Arizona

WILLIAM CHRISTOPHER A RISK-TAKER Main Target Audience

William is a regular seller in a bicycle shop, and he loves extreme sports because it releases his stress from the work place, and he feels that he can escape from his normal, humdrum reality.

He likes to discover new places and take part in extreme sports because the thrills give his life meaning.

He is brave and confident but is always careful of unexpected situations and recently has become a little more cautious because he has seen some of his friends in the extreme sports community get injured.

He has a girlfriend who has similar hobbies, and they met during a skydiving trip. They like to work hard, explore new places, and enjoy their extreme sports pursuits together. They believe it keeps the relationship exciting.

William is not only interested in new adventures but also likes to keep up with the new technology gadgets. If he can incorporate gadgets such as the Go-Pro into his sporting activities, even better.

He pursues extreme sports under the ocean, on mountaintops, and in the sky. While he is traveling he loves the beauty of nature, so he has begun learning more about animal habitats and ecology.

He likes science fiction partly because he thinks it accurately predicts future developments in science.

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The Future Audience

Target Audiences

Age: 42 Occupation: High school teacher Location: New York

ROBERT HERNANDEZ A BUSY PARENT Main Target Audience

He teaches history in high school. He loves his job but worries about his son because he doesn’t have enough time to play with him.

He is currently researching a better way to teach history as he wants to make this knowledge appeal to the new generations.

He likes to travel but he doesn’t have enough time and money, so this situation makes him crave other ways to explore the fields he is interested in.

Robert is fascinated by ancient civilizations and cultures because he thinks they hold the keys to the roots of our current problems. He’s experienced these cultures only in museums and books, and would like new ways to explore them.

He is interested in new discoveries and research because he wants to contribute to the development of historical knowledge and believes there is always more to learn.

Robert is also interested geography as it is closely related to history.

He collects rare maps and likes to use them when he teaches and study them in his free time.

He sometimes feels exhausted by the excessive work demanded by his job, and he likes escapist entertainment which is related to his interests.

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The Future Audience

Target Audiences

Age: 30 Occupation: Computer Engineer Location: Sunnyvale, California

RAJ BHASIN A BUSY TECHIE Potential Contributor

Raj is a busy techie in Silicon Valley but is from India originally. He loves his job and working at the cutting edge of the latest technological advances.

He is emotionally invested in technology and IT because he believes that technology will change the world for the better and views the future as a possible utopia thanks to high tech.

These days he is also into escapist entertainment and activities that relate to his field, such as science fiction, online games, virtual reality, and lucid dreaming.

He also interested in artificial intelligence and robots because he believes that some day robots will make life better for human beings by doing the hard labor. He also thinks that biotechnology will solve a lot of our medical problems.

Raj is interested in virtual worlds and virtual games. When he was a kid he loved sci-fi movies and cartoons on Saturday morning. He thinks that the new tech is making all this come true now.

For Raj, inspiration and the possibilities of exploration are everywhere: from traveling, playing games, reading books, and even drinking at a bar.

He is huge fan of sci-fi movies and science fiction and wants to use his computer skills to make the worlds they describe a reality.

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Target Audiences

Age: 68 Occupation: Travel Writer Location: San Diego, California

ANTHONY CLARK

USED TO BE AN ACTIVE TRAVELER AND EXPLORER

Potential Contributor Anthony writes of his experiences traveling the world, and his writing inspires and excites his readers with its vivid and colorful descriptions.

He loves his job, but he still misses his former life of adventure; there is something lacking in his life now.

Although he is getting older, he is interested in the new technologies such as tablets and mobile phones.

He especially likes to share his opinions on various topics through his own website and via social media because he can discuss and sometimes argue with his online friends. This engagement keeps him energized and happy.

He exercises regularly by walking and sometimes running at the seaside near his house because he wants to maintain the physical and mental health of his younger days and not just sit around in an easy chair.

Anthony has a nostalgia for the distant places he has visited and would like to visit them again before he dies. He still has a love of exotic countries and new adventures.

Recently he has become interested in the medical sciences and health because he has a sense of mortality.

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THE COMPETITORS Competition Current Competitors Adjacent Competitors Future Competitors

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“My best sources are my travels and my collection of National Geographic.”

—Sergio Aragones , Spanish - Cartoonist

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The Competitors

Competition

COMPETITION The National Geographic Society has a number of serious competitors, including many different types of organizations. Currently, Curiosity Stream, The Wildlife Conservation Society, and The World Wildlife Fund compete with and inspire the actions of one another and of NGS. All of these groups represent an interest in nature, conservation, science, and in some cases, history or culture, but NGS goes beyond them with its media options: magazines, a cable channel, and books. No current environmental organization can match their beautiful media offerings, so it could be said that NGS has a more powerful presence and more influence than its current competitors.

There are other organizations which offer experiences and services which compete with NGS. The Society brings the world’s beauty and mysteries directly to the users’ homes through TV, video and magazines, but the experience is a little abstract. So if people want to explore the subjects more directly, they might travel to foreign countries, go on safari, or simply visit local zoos, aquariums, gardens, or museums. These places give people a more vivid, direct, and unforgettable experience than they get from watching TV or reading magazines.

In the future, as NGS expands into new territories of research and discovery, this will bring new competitors into the picture. NGS will keep pace with them by establishing world-class scientific laboratories and biotechnological organizations. Moreover, through new media technology, the public will benefit directly from the Society’s ongoing research and exploration.

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CURRENT COMPETITORS National Geographic Society believes in the power of science, exploration, and storytelling to change the world. The Society is a global nonprofit organization committed to exploring and protecting our planet. They also fund hundreds of research and conservation projects around the world each year and inspire new generations through their education initiatives and resources.

Their current competitors are involved in similar efforts, protecting and conserving the environment and fighting against ignorance about nature and the world. However, as mentioned already, National Geographic has better ways of conveying their images and articles to users, including a monthly magazine and a cable channel, both of which feature excellent photography and movie content. The Society does not force people to be concerned about the environment and the world or force subscribers to donate to them. They just reveal the beauty of nature and the Earth in all their media options, which might be the quietest but most powerful method to persuade the public to follow the Society’s values and principles.

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CURIOSITY STREAM

SURFRIDER

Curiosity Stream has the most similarities to NGS among current competitors, but they don’t have as many forms of media as NGS does, nor do they have the brand recognition or historical legacy.

The organization is dedicated to the protection and enjoyment of the world’s oceans, waves and beaches through a powerful activist network. Similar to the American Bird Conservancy, they specialize in a more limited topic than NGS, i.e., the ocean and its associated ecosystems and habitats.

The Competitors

Current Competitors

NATIONAL AUDUBON SOCIETY

AMERICAN BIRD CONSERVANCY

Audubon conserves and restores natural ecosystems and habitats, with a special focus on those of birds and wildlife. So their values and work are similar to those of NGS, but the scope is narrower.

ABC is the Western Hemisphere’s bird conservation specialist.

The differentiating point is that they only focus on birds and bird habitats native to the Americas.

SIERRA CLUB

WORLD WILDLIFE FUND

NATIONAL TRUST

Similarly, Sierra Club explores, enjoys and protects the wild places of the earth, but they are not as famous as NGS.

WWF has been protecting the nature and natural habitats for 50 years. However the range of research does not encapsulate range as do the efforts of NGS.

The organization is a United Kingdom conservation charity.

They protect historical buildings, monuments, architectural remains, and green spaces and are funded by membership fees and donations.

The similarity to NGS is that they work to conserve and protect important spots on the Earth.

WILDLIFE CONSERVATION SOCIETY

NATURAL RESOURCES DEFENSE COUNCIL

DISCOVERY CHANNEL

The WCS uses science to discover and understand the natural world, and it helps inspire decision-makers, communities and millions of supporters to take action with WCS to protect wildlife and wild places just as NGS is doing now.

NRDC works to safeguard the earth—its people, plants and animals, and the natural systems on which all life depends. They are engaged in conservation efforts as NGS is but don’t have NGS’ scope or as many media outlets.

Discovery Channel broadcasts non-fictional programming to a wide audience with topics such as science, history, and nature.

The product and range of interests is similar to what the National Geographic channel covers, but the Discovery channel is more limited.

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ADJACENT COMPETITORS National Geographic Society covers various topics including science, space, travel, adventure and its gear, animals, environment, history, cultures, and many more. Subscribers to the magazine and books and viewers of the channel have a desire to experience or explore the places which are shown by the Society. So if these same audiences had more money to spend on exploration, they might visit zoos and museums as well as travel overseas.

So the adjacent competitors provide real direct experience and real places to explore as opposed to just media content.

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EXPLORATORIUM

SINGITA SERENGETI HOUSE

The Exploratorium is a public learning laboratory in San Francisco exploring the world through science, art, and human perception. The audience can participate in or observe scientific experiments and exhibits.

Singita Serengeti House is a safari company so people can observe wild animals and their habitats up close.

NEW YORK BOTANICAL GARDEN

CALIFORNIA INSTITUTE OF TECHNOLOGY

As one of the best gardens in the world, the 250-acre site’s verdant landscape supports over one million living plants in extensive collections. If people want to explore plants and botanical life more directly, this is a great place to visit.

At this scientific and technological school, people can expand their knowledge of nature, science and technology.

The Competitors

Adjacent Competitors

BRONX ZOO

MOMA

MONTEREY BAY AQUARIUM

This is the largest zoo in the U.S. It is visited by over 2.15 million people each year and is world-renowned for its large and diverse animal collection and its award-winning exhibitions. This is one of the best places to explore and learn about animals and their habitats face-to-face.

The museum is often identified as one of the largest and most influential museums of modern art in the world. Visitors can learn about modern art, contemporary cultural history, photography and architecture, etc.

People can have a vivid encounter with marine life here, closer than on the TV monitor or in books.

SAN FRANCISCO MUSEUM AND HISTORICAL SOCIETY

AMERICAN MUSEUM OF NATURAL HISTORY

OVERSEAS ADVENTURE TRAVEL

This organization is dedicated to preserving, interpreting and presenting the historical heritage of San Francisco. They provide interesting events and activities, including walking tours in San Francisco.

The museum has advanced its global mission to discover, interpret, and spread information about human cultures, the natural world, and the universe througha wideranging program of scientific research, education, and exhibition.

The site provides various ways and places to travel all over the world. People might want to explore the world through travel instead of just watching programs on their TV screen.

Monterey Bay Aquarium also educates children and the public about marine life and ocean science.

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FUTURE COMPETITORS In the future, National Geographic Society will focus more on biology and biotechnology research as well as protecting disappearing human cultures, all of which are in keeping with its mission from the beginning but expand it in important ways. The future competitors are more concerned with similar research and laboratory science rather than just traveling and exploration on the surface of the Earth.

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BIOGEN

CELGENE

At Biogen, they develop, market and manufacture therapies for people living with serious neurological, autoimmune and rare diseases. As an American multinational biotechnology company, Biogen will be a competitor to the new NGS.

Celgene is an American biotechnology company that discovers, develops and commercializes medicines for cancer and inflammatory disorders.

CALIFORNIA ACADEMY OF SCIENCE

EUROPEAN MOLECULAR BIOLOGY LABORATORY

California Academy of Science: Currently NGS has an educational dimension but to go further, the future NGS would have to develop their educational system to be more like the one at the California Academy of Science.

The European Molecular Biology Laboratory (EMBL) is one of the world’s leading research institutions, and Europe’s flagship laboratory.The new NGS will compete with this organization in the realm of the life sciences.

By adopting a similar approach, the future NGS would become a competitor of Celgene’s.

The Competitors

Future Competitors

HARVARD UNIVERSITY

HOFFMANN-LA ROCHE

BAYER

As one of the world’s best center for biology and biochemistry research, the university is a leader in the field and has a top-notch reputation. When the future NGS builds its research institutions, they will inevitably compete will each other.

Hoffmann-La Roche is a Swiss multinational health care company that operates worldwide under two divisions: Pharmaceuticals and Diagnostics. The future NGS will be exploring some of the healthrelated sides of biotechnology, so Hoffmann-La Roche could become one of the Society’s competitors.

Bayer is a Life Science company with a more than 150-year history and core competencies in the areas of health care and agriculture. By competing with them, the new NGS could contribute to finding solutions to some of the major challenges of our times.

STRYKER: SUSTAINABILITY SOLUTIONS

BIOTECHNOLOGY INNOVATION ORGANIZATION

MARINE BIOLOGICAL LABORATORY

Stryker is one of the world’s leading medical technology companies.

The Company offers a diverse array of innovative products and services in Orthopedics, Medicine and Surgery, Neurotechnology and Spinal care. So the new NGS might enter into a similar field, and Styker would become a major competitor.

An organization involved in biotechnology research and the development of innovative healthcare, agricultural, industrial and environmental biotechnology products. When the future NGS enters the realms of bio technology, the BIO could be a powerful competitor.

MBL is an international center for research and education in biology, biomedicine, and environmental science. When the Society expands their research to the fields of cells and tissues, this Lab could be one of the future competitors.

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Now it’s time to move on to the next step.

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NATURE OF IDENTITY

CHAPTER 01. nationalgeographic.org nationalgeographic.com/125/timelines/national-geographic-history/ press.nationalgeographic.com/about-national-geographic/milestones/ reddit.com/r/aww/comments/18fzpo/jane_goodall_and_young_chimpanzee_in_1964/ tvobscurities.com/2011/09/46-years-of-national-geographic-specials/ millionmagazines.com/1926-national-geographic-september-marching-through-georgia-60-years-after/

CHAPTER 02- CHAPTER 03 shutterstock.com nationalgeographic.org cnn.com/2014/10/31/travel/virtual-reality-travel/ fastcompany.com/3034462/the-case-against-smartphones biotechonweb.com/branches-of-biotech.html

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Re-Branding Project

Sources

CHAPTER 04 nationaltrust.org.uk curiositystream.com wcs.org sierraclub.org audubon.org abcbirds.org surfrider.org discovery.com nrdc.org worldwildlife.org exploratorium.edu singita.com oattravel.com montereybayaquarium.org sfhistory.org amnh.org caltech.edu moma.org bronxzoo.com nybg.org embl.org celgene.com bayer.com biogen.com stryker.com mbl.edu roche.com bio.org calacademy.org harvard.edu

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Copyright @ 2017 Sunjung Park www.newrealmsofwonder.com This book is a non-commercial project for educational purposes and is not intended to represent the National Geographic Society brand.

Design / Sunjung Park Class / Nature of Identity Professor / Hunter Wimmer All rights are reserved. No part of this publication may reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Sunjung Park.

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