Platform orchestration by animals
We could line up a heartfelt longlist of compliments about National Geographic as a brand and the wonderful content they produce and curate. But let us focus on their brand story and use of platforms. NG wants us to 'care about the planet’. I am open to close that deal, but only if they offer me good use of their platforms available.
Taking a closer look, NG showed us a broad activity, the past years, on mobile platforms (smartphone and tablet) by developing a wide portfolio of applications. Next to the usual, like online and print.
What NG seems to understand, is how they can break down their brand and brand essence to a well orchestrated compilation on multiple platforms as a part of their total story. The smartphone app about Great Migrations is a perfect breakdown example that stays close to the brand: the app shows a world map with migrations of e.g. elephants, wildebeests or crabs. Enriched with film, profiles of the animals and photo-galleries.
On the tablet NG makes customized use of the rich possibilities of this platform, especially when offering a portfolio-application of American National Parks in an informative as as well an engaging way. The business model looks inviting too, but what is interesting for the brand is that they find ways to create an empathic presentation of the parks and its possibilities, without floating away from their core. For instance, you can activate the infographic so it shows you where it’s possible to go kayaking during spring, or skiing in the winter.
Nowhere the NG-staff, the producers of these brand extensions, loose sight of their brand values and mission. They show us that enlarging single values can be a perfect driver for new concepts and beautiful products. Deal closed!