The broadcaster hopes new TVCs and on-air IDs created to support the change will help differentiate it from rivals who are introducing more lifestyle and reality elements into their schedules.
"We're not looking to change," said David Gunson, senior vice-president for programming and broadcasting. "We don't feel we need to. We want to stay true to our brand and to our advertisers."
NGC has started to roll out a series of spots based on the 'Think Again' proposition springing surprises for viewers in apparently familiar situations.
One spot focuses on a carwash, only to reveal it is not cleaning a car but a man pushing a supermarket trolley instead.
"You see a scenario but then something happens to reveals something else, and you think that's interesting," Gunson said. "It makes you think." Two spots have already been developed in Europe, while ads from Australia and Asia will break later in the year.
Gunson said that by sticking to its guns as a documentary channel, NGC would offer advertisers unique access to a discerning audience. "Channels are launching every day," he said. "How do you stand out in the crowd. This is about who you are and what do you stand for."
The channel, which will have been broadcasting in Asia for seven years this July, initiated the branding review to reflect its growing maturity and the scope of its programming, which has expanded from its nature documentary roots to shows such as Air Crash Investigation and Interpol Investigates lined up for broadcast this year.
The new slogan supplants previous propositions such as 'Your window to the world' and 'We go further to take you closer', which NGC now wants to build on.
"The channel has matured. This is how are we going to express this new direction we're going in," Gunson said.
Lighter and more vibrant elements have been also added to NGC's on-air look to give the channel a more contemporary feel.
"We're ready to move away from the National Geographic Society brand and build our own identity," said the channel's vice-president of marketing for Asia, Pauline Goh. "We want to push the boundaries of being smart, cutting edge and relevant to the modern day."
