This example of brand evolution demonstrates the ease with which an internationally recognized and respected brand has been successfully evolved by a handful of individuals on a humanitarian mission.
Since its inception in 1942, the Navy SEAL brand has been proudly adopted and owned by thousands of highly skilled, courageous warriors.
This slide show compares traditional SEAL skill applications with the skills that have been evolved by “Rhino Wars'” SEALs.
SEALs are a special breed, eager to excel through highly specialized training that…
– Stresses an enduring commitment to individual initiative, personal responsibility and mission accomplishment
– Goes to great lengths to ensure that its forces are capable and prepared
The Navy SEALs who provided this outstanding personal brand evolution example are the stars of a new Animal Planet TV series: Battleground: Rhino Wars.
Rob Roy’s, Craig Saw’s, and Jeff Biggs’ new mission is to protect both the black rhinos, a species currently threatened with extinction, and the park rangers who are responsible for their care and well-being.
The battle site is South Africa’s world famous Greater Kruger Park area, the country’s largest game reserve which covers 99,000 acres. The targets are black rhinos, formidable 3,000 pound naturally armored herbivores, made vulnerable to poachers by their large size and poor eyesight.
The Telegraph outlines the poaching issue…
From 2008 until mid 2011, 776 rhinos were killed in South Africa, where poachers are using GPS, helicopters and semi-automatic weapons.
The Discovery Channel website adds…
The human toll too is steep. More than 100 park rangers have been killed by these poachers.
But when they’re protected by skilled special forces operatives, the rhinos and park rangers become much tougher marks for poachers.
By applying their skills, initiative and ethics, Rhino Wars SEALs are stopping poachers in their tracks and handing them over to local authorities for prosecution. Their efforts truly could slow down, or halt, the grim extinction prediction.
The Navy SEAL brand is a complete one. It’s ultimate purpose is to serve and protect; not to kill and destroy. Becoming a Navy SEAL is a path far removed from a simple walk in the park. It requires focus, diligence and total commitment. Those who undertake and successfully complete this training develop an evolving set of skills that can fit new situations and needs. Their keen, practiced skill for resolving difficult situations becomes as easy and natural for them as it is for a bird to take flight.
Read more about brand adaptation and evolution.
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PS: Take a look at some amazing Rhino Rescue Photos