brands during wartime
Posted by Peter Feld on October 5, 2009 01:14 PM
The NY Times Magazine looked yesterday at brand management challenges facing Sesame Workshop in bringing its Muppets to Palestinian kids on the Israeli-occupied West Bank, where the show is filmed in a bullet-pocked building that "seems to be simultaneously under construction and decaying into a ruin." "Shara'a Simsim," originally a controversial spinoff from the Israeli Sesame Street, airs on a microbroadcasting channel which journalist Daoud Kuttab, who produces the show, founded in order to broadcast it.
"Shara'a Simsim" was originally ordered up by Sesame Street in the '80s as a segment on the popular Israeli version "Rechov Sumsum." It was spun off in the '90s as a joint Israeli-Palestinian production -- a partnership that brought significant tensions. After the 2000-01 intifada suspended the cooperative effort, the show evolved into a Palestinian stand-alone.
Though local producers ensure that each extension of its globally popular kids' brand fits its culture, the brand is managed centrally from New York.Continue reading...