RP-Branding the Uber-Iconic Wildlife Ambassadors

(Source) re-post

The following topic is quite interesting and relevant to the wildlife conservation movement, particularly during such troubled economic times.  I don’t know that I will deliver this post in the typical lively spirit that you are familiar with, as it has been a long weekend for some reason.  But I always digress….

If you click on the link above you will learn, if you aren’t already aware, that the Miami MetroZoo has been “re-branded” as the Miami-Dade Zoological Park with a working commercial brand name of  “Zoo Miami.” The journalist did not provide much information behind the name change. Those of you working at the Miami MetroZoo presumably have some more insight into the change.

More recently I became a fan of these contemporary institutional brand names as I’ve spent some time learning something about commercial advertising. I don’t think that a degree in public relations is necessarily required for someone to comprehend that a shortened or abbreviated name is easier to market.  I suspect that when the institutions like the  Franklin Park Zoo (Zoo New England) and the Fulton County  Zoo (Zoo Atlanta) considered a name change, they were interesting in new marketing strategies and perhaps responding to a need to reach a larger demographic. Name recognition goes a long way.  I could have selected “Global Zoo Professionals Interested In Connecting With Each Other” as a brand name over “Zoo Peeps.” I suspect that you might not be reading this post if I had.

Zoo Atlanta, Zoo New England, Zoo Montana and now Zoo Miami, among others, provide name recognition and marketing potential that their previous names, in some way precluded. I think that some people intuitively understand the concept of brand development, others don’t, and some quite frankly don’t care. Some of you were born after the American Association of Zoological Parks & Aquariums changed its name to the American Association of Zoos & Aquariums. The AZA now simply serves as an acronym for the Association of Zoos & Aquariums. I don’t have any idea what was involved in the re-branding process or what the impetus was to further shorten the name, but I’m sure some brand development specialists were consulted and it was deemed appropriate for brand development.  I think it was a good move.

I know that when I was an animal keeper I often referred to the “Association” as the “American Zoo Association.” In fact, many people today intentionally or inadvertently call it as such. Essentially I used it as an alias on occasion when talking to people outside of the industry. I apologize to anyone who may take offense. With that said, I have also heard Jungle Jack Hanna, the marketing guru and iconic conservationist, refer to the AZA as the “American Zoological Association.” Jack always and effectively calls it as he sees it. He’s astutely aware of the public perspective and perception and that’s why he himself is such a marketable “franchise.”

Brands are important for fund raising initiatives and so many other things. Some of you may not have been privy to what is involved in creating a new zoo logo, but in my opinion it rivals a panda birth.  I always bring science back into the picture somehow, and science and conservation rely on branding.  Louis Leakey or one of the Leakey’s noted that lack of funding was one of the biggest impediments to the conservation field. It may not have always been the case, but it certainly is concern right now.  Conservation organizations and zoos hire consults and in- house staff who specialized in brand development.   It’s critical to get the most out of your marketing dollar and reach as many potential supporters as possible.  Think of all the FB fan pages out there. That’s part of it.

National Zoo scientists John Seidensticker and his wife Susan Lumpkin have coauthored several popular publications. In their text, the Smithsonian Book of Giant Pandas, they liken the media’s interest in these “particolored” bears as they are also known to be called, to the paparazzi stalking mega-celebrities Brad Pitt and Angelina Jolie.  If you work at one of the four panda holding institutions in the U.S. you would have first hand experience with the media frenzy surrounding these uber-iconic wildlife ambassadors.  They are emblematic to the Chinese and they epitomize the influence of branding.  Although they were pretty easy to brand. It would probably not behoove the World Wildlife Fund to ever consider relinquishing their trademark panda.

The panda brand really speaks to the power of marketing.  Conservation efforts aimed at saving dung beetles or a species of  great concern like the various species  and subspecies of desert pupfishes could be stiffed by their obscurity compared to more charismatic mega-fauna. Most of you may have no idea which living institutions display subspecies of desert pupfishes or even that pupfishes are  killifish. However, many of you could name every panda in the US and tell me which zoos the animal calls home and what each bear’s favorite enrichment items are… I may have time to expound upon this a bit later, but I hope I shared something of interest. And by the way my favorite US zoo logo is that of the Detroit Zoological Society.

Dr. Jordan Schaul, Zoo Keeper Emeritus

Pygmy Three-Toed Sloths……

http://news.mongabay.com/2010/0316-hance_fs_pygmythree.html

(repost because this is the most common blog to turn up in search engines and my friend just became head vet at DWA)

Isla Escudo is home to this pygmy sloth, one of four species of three-toed sloths. These folivores (suborder: Folivora), also known as Escudo sloths are not only smaller than mainland species, but they are considerably more docile. They are  threatened by the loss of mangrove habitat, and are  consumed by local fisherman. The fisherman will camp out on the island and cut down mangroves for fire. They feed on these xenarthrans when fishing is deemed unsuccessful. By the way, the brown-throated three-toed sloth may still be the only publicly displayed three-toed sloth in the US.  You can see one at the Dallas World Aquarium and Zoo, Texas.  Although sloths are known for their menacing claws I do remember a colleague who was seriously bitten by a two-toed sloth.

Dr. Jordan Schaul, Zoo Keeper Emeritus

‘Zoophilia’ or ‘Philotheria’

It goes without saying that if you work in a zoo you are most inclined to be an ‘animal person.’  A gift from a zoo the other day, a publication of the institution’s history, reminded me of something that is not necessarily an important distinction, but it might reflect a cultural change or shift, if you will. I remember a time when there were more zoo historians among the cohort of animal care professionals and educators. There still may be, it’s just that most of the  classically diagnosed cases of zoophilia were reported in people who I know to be enjoying retirement right now. I categorize animal care and zoo educators as either ‘zoophiles’ or more general animal enthusiasts (philotherians). By my definition, ‘zoophiles’ are individuals who seem to be fascinated with all- things- zoo: History; exhibits; the evolution of living collections; zoo and aquarium culture; and the generations of personnel who have worked in these facilities. Others are not zoos aficionados per se. For instance, when on vacation they would be just as likely to be found eco-touring, horseback riding or playing with a local, domestic canid. Others would most certainly make it a point to visit the zoo first. Some would do both, but I think that there are two kinds of zoo people and they both are just as dedicated to their careers. However, one is much more interested in the zoo, beyond the living collection, while the other may be more focused on animals in general. Perhaps, the differences are not quite so discrete.  I found it interesting that people sometimes presume that because I found the zoo environment so enticing that I would feel the same way about a dog shelter or alternative livestock farm, or wholesale pet breeding facility. Hopefully some of you can relate to what I hope  not to be a novel concept. You can be a generalist, but it depends on the context.

Dr. Jordan Schaul, Zoo Keeper Emeritus

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From Beavers to Kodiak Bears & Everything in Between….

Zoo Peep, Serena Bos (Animal Trainer, Discovery Wildlife Center, Alberta, Canada)
[Sunday, May 2, 2010; 9:00 PM EST]

http://www.blogtalkradio.com/zoo-peeps

Serena Bos, Discovery Wildlife Center (Alberta, Canada)

Serena Bos has trained small mammals, as large as beavers, to the largest subspecies of bears for wildlife documentaries and feature films……..

Off the List and Back in Trouble

http://news.nationalgeographic.com/news/2010/04/100430-energy-oil-spill-hits-gulf-coast/

I was home today and following the oil spill. Without going into detail  regarding the work of endangered species biologists working for the USFWS (Department of the Interior) or biologists with NMFS (NOAA-Commerce Department), I wanted to share this article to remind people of a contentious issue. The incident may remind you or make you aware of the controversy over delisting other species in the past.  Some endangered species’ numbers have  recovered sufficiently to warrant removal from the Endangered Species list (Endangered Species Act).  However, many would argue that several species that have recovered from the brink of extinction or at least a status of concern should remain on the list because they face an uncertain future and require continued protection under the ESA.