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National Geographic
explore
by brandchannel
August 25, 2003
Many big brands are big because they have carefully nurtured their image for a very long time. Rather than being stuck in the past, they have managed to surf on the attitudinal waves of a fluctuating social environment. National Geographic is among those icons, with a foundation going back to the late 19th century. Despite such longevity, the brand still manages to make kids dream.
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A visit to National Geographic's website, www.nationalgeographic.com, demonstrates indeed a careful execution of branding principles. The site's design is fully aligned with the color palette and layout of the centenary magazine: black contrasting with deep yellow dominates the frame. The site's vocation is primarily educational, and supports the magazine and the society, as mentioned on the front page: "Every subscription to National Geographic magazine is also a membership in the Society, [which is the] World’s largest nonprofit scientific and educational organization."
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The front page is designed as a well-crafted portal, with the nuances brought by color accents, curves, and thumbnail pictures. Still, it is fast to download with dial-up modems, which is the most likely Internet connection of the website's audience. The site makes use of well-established usability principles: logo on the top left corner and navigational menu on the left side, with a menu made of dhtml rollover texts. Conservative but nonetheless ideal in the circumstances.
The core of the page is occupied with news headlines, written in a catchy fashion that may seem somewhat dissonant with National Geographic's positioning. Then again, what's the point of sounding dull and boring when you can sound sexy and trendy?
The website is backed by corporate sponsors, which cover the top of the screen with advertising banners. Besides those banners, there doesn’t appear to be any intrusive advertising techniques, which can sometimes affect the browsing experience on other portals. To the contrary, National Geographic makes extensive use of its photo library and, as expected, regularly promotes its programs and magazines. In particular, it enjoys make parents feel guilty with statements such as "give your kids the smart edge."
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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May 5, 2003
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Staples - Works
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Packed with supplies, Staples.com does its best to organize online.
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Mar 24, 2003
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Sony - High tech
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Sony.jp uses the latest technology and the oldest (and best) branding techniques to display its product.
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Feb 3, 2003
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Carrefour - Stocked
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The aisles of Carrefour.com are stocked with a strong representation of its brand.
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Jan 20, 2003
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NFL.com - Fumbles
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Are you ready for some football? American football, that is, coming to you straight from NFL.com.
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