How to change the perception of a brand?

How to change the perception of a brand.

Inspiring A﬈ion.We are a creative branding agencythat specializes in developingengaging brands to inspire people.Our belief is that solid brands arebuild by inspiring communicationthat evokes people into action.

Highlights. Preliminaries The situation. Campaign development Concept design. Campaign roll out Activating our audience. Turn outWhat our work resulted into.

Challenge. Retrospective Perspective Transforming a brand ...into an TV brand thatknown for its stunning centralizes human documentaries behaviour and on wildlife... surroundings.

Preliminaries.“The world and all that is in it is our theme” - Alexander Graham Bell Chairman National Geographic Society 1897 - 1903

Preliminaries. Brand Identity Known taglines: “Think again.” “Dare to explore” Logo represents transparency; a glimpse into a world of excitement, versatile and dynamic programming.Primarily communicates through action based storytelling.Expresses itself globally through broadcast and print media (National Geographic Channel & NGC Magazine).

Preliminaries. Brand Image Making interesting documentaries on wildlife in their natural habitat. Now also driven by human life, history, technology and events. Different brand themes create different brand experiences. Contemporary, fascinating content inspires to share.High likability and community support on social media.

Preliminaries. Current Affairs As part of a global brand campaign NGC adopted a new brand identity: live curious. Focusing on human interest instead of wildlife (only). Starting a personal voyage to question, explore and pioneer in life. Finding out why some things are what they are. Documenting and sharing interactiveexperiences with the Nat Geo Society.

Development.“How can you possibly live your life looking at a door and not open it?” - Robert Ballard First to explore the wreckage of the Titanic

Development. GuidelinesAs part of a global brand campaignRock Agency was asked to assume responsibility for the Dutch promotion of this identity. The campaign consisting of... The individual, its behaviour and surrounding as key elements. Showing diversity of NGC topics and programming. Message distribution through high exposure locations, generating maximum curiosity.

Development. Photography Capturing the moment,to intensify the role of the individual. Capturing the movement, to support an active storyline. Capturing the environment, to fuel the power of context. Inciting curiosity.

Development. Tone of Voice Starting the design process we chooseto visualize a person looking through the NGC logo and being blown away by experience.

Development.Tone of Voice (2) It represents human life and the core of our campaign; exploring new things in life. Opening doors leading to unknown experiences. Being curious.

Development. Tone of Voice (3)Then we completed the emotion by asking the main question for activating curiosity: Why? Still a concept this would be the firstin a number of successful brand expressions.

Development. Imaging ProcessNew natgeotv.com natgeotv.com natgeotv.comOld World’s Toughest Fixes ‘s Werelds meest complexe reparaties BY ANY MEANS MY MUSIC BRAIN Iedere woensdag TOT EN MET 27 JUNI VANAVOND om 17.00 en DAGELIJKS OM OM 21.00 UUR 22.30 uur 19.00 UUR National Geographic Magazine and almost all Dutch TV guides and newspapers were used to circulate our brand message in a segmented part of the consumer market. Awareness among NGC viewers rose.

Development. Imaging Process (2) Not all photos are ready to use due to a lack of charisma that fits the theme of the show.Some program rebrands just needed small image adjustments to set a more appealing mood...

Development. Imaging Process (3)...others were changed more drastically to fit the theme of the show. Again in all cases, the individual is key.

Roll Out. CampaignsA couple of our otherdesigns that resulted into official brand expressions for NGC’s “live curious” theme.

Roll Out.Campaigns (3)

Roll Out.Campaigns (4)

Roll Out. Campaigns (5)DON’T TELL MY MOTHER NATGEOTV.COMElke werkdag 20.30 uur

Roll Out.“Dare to live the life youhave dreamed for yourself” - Ralph Waldo Emerson 19th century philosopher, lecturer and poet

Roll Out. DigitalThrough NGC’s collaboration with FOX Channels Benelux we launched several online concepts for potential advertisers. Resulting into improved brand communication for B2B-audiences.

Turn Out. “Be curious always, for knowledgewill not acquire you; you must acquire it” - Sudie Black Professor Clinical Neurosciences Division

Turn Out. Identity/Image Ratio Curiosity was stimulated through action based brand ads.The logo represents transparency now more than ever; a glimpse through its window supports the tagline ‘live curious’. A wide variety of ads but with a clear focus on human interest.Traditional media were mostly used to generate awareness of the new tagline and ‘look & feel’.

Turn Out. Dutch Ratings During one specific month in 2010 NGC was able to achieve a 15% increase in viewers rating. This was during the World Championship Soccer. In 2009 Discovery’s audience had three times the size of that of NGC......in 2010 both were nearly equal in size, for a target audience between the ages of 20-49. That same year Nat Geo’s market share grew 25%. Discovery’s market share decreased 20%.

Turn Out. Dutch Ratings (2) Great Migrations, NGC’s biggest wildlife project ever, was the best viewed tv show in 2010, with over 4 million viewers. Dog Whisperer had an average of2 million viewers on a weekly basis. Air Crash Investigation andMegafactories were popular shows as well. Ad designs for all these shows were mostly provided by us.

Turn Out. Dutch Ratings (3)In 2010 NGC had the largest growth ratefor analog television in the Netherlands......despite competition from major events like the World Championship Soccer and the Olympic Games. In 2011 a show called Dagboek van onze Helden reach its peak on January 1stwith 362.000 viewers watching the show about the Dutch military mission in Afghanistan. We created their ads.

Turn Out. Inspiring A﬈ionAs experienced brand builders we were able to create a natural flow from corporate vision to a campaign that inspired new viewers. Development of engaging designs resulted into brand activation tickling current and attracting new audiences.We made people aware of the channel’s colorful programming and human driven topics.To this moment we still create inspiring new ad campaigns for National Geographic Channel.

Rock Agency BVMarco-Paul de JeuStrategy Directorinfo@rockagency.com

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How to change the perception of a brand?

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