The National Geographic Society: Building Trust for 110 Years

Scott Crystal

The author discusses the concept of 'trust' as it relates to National Geographic, and describes alliances it has built via its Millennium Partners Program and the Mars/Nissan Pathfinder Program.

The National Geographic Society: Building Trust For 110 Years

Scott Crystal, National Geographic Society

National Geographic is a pervasive brand whose attributes of quality, excellence, integrity and trust are recognized and understood throughout the world. Since the inception of the National Geographic Society in 1888, the founders and all subsequent Society leaders have carefully managed, nurtured and evolved the National Geographic brand. The scope of the brand extends beyond the magazine, since the Society is actually the largest nonprofit, scientific and educational institution in the world. Our mission has been unchanged for over a century – ‘for the...

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