…was yesterday’s headline announcing someone new will be fill the costume of Big Bird on Sesame Street. The new talent will study Big Bird’s mannerisms, body language, physical quirks and more. Going to game film, as it were. I’m not sure if the voice will change but my guess is the new Big Bird will step in seamlessly and miss nary a beat.
Why, so seamless?
Because the Big Bird is, effectively, a brand; a brand that has been managed very, very well. Sure a package is a package — and that hasn’t changed in 50 years — but it’s what’s inside the package that counts. Goofy. Lumbering. Thoughtful. Concerned. Open and positive. These are all things associated with Big Bird. These are brand qualities, traits and expectation of Big Bird.
The new actor who plays Big Bird has big shoes to fill (sorry). One misstep and it will be seen. But Mr. Spinney and the Sesame Street brand managers did such a brilliant job there will be no missteps.