Forty years ago, children — including me — began watching this epic show, filled with music, celebrities, and comical characters (Cookie Monster is still my favorite). The show’s purpose was to entertain and educate, but perhaps more importantly, to teach kids how to treat others.

The show launched on November 10, 1969, and was the brainchild of the late Jim Henson, the man behind the Muppets. Today the show has an audience of 8 million in 140 countries, and for many of us fond memories of watching it as children and seeing the excitement it has brought to our own children.

So you’re probably wondering why I’m writing about “Sesame Street” and what it has to do with marketing.

Well, the evolution of the show is amazing. “Sesame Street” has helped enlighten three very distinct and different generations — X, Y, and now Z. For a show to have this staying power is incredible. But it also demonstrates how they listened to their customers — children — to better understand their needs and desires.

Carol-Lynn Parente, the executive producer of “Sesame Street” sees this firsthand.

“There are times that some of what makes this work is mysterious even to us,” Parente says. “But the essence of what has made us as successful as we’ve been is our ability to evolve. The life of a preschooler today is much different than it was in 1969. The show still approaches each season as an experiment and we believe as long as we do that, the show will grow and change as children grow and change and the culture grows and changes.”

“Sesame Street” is a great example of a long-standing brand having the courage to take chances and change their approach to meet the needs of their audience. Not to mention increased competition from children’s cable networks. They have stuck with a core mission — educating children — and have not fallen under pressure to be anything else. But, they have also adapted to cultural change and created ancillary products including videos, movies, live shows, and books to help extend their brand.

These bold decisions have helped “Sesame Street” remain relevant and help mold its customers in a positive way, something all brands strive to accomplish.

During a difficult time like this, we tend to place more emphasis on evolving our business to better meet customer needs. However, if we follow the example of “Sesame Street,” it’s an ongoing process that needs to be constantly reviewed — not just once a year or when times get difficult.

So how prepared is your brand to stay true to its mission and still meet the demands of future generations?

It’s not an easy task, but if we follow the example set by “Sesame Street,” we can learn a lot more about who we are and what we can become. 

Sunny day — Sweepin’ the clouds away. On my way to where the air is sweet. Can you tell me how to get, how to get to Sesame Street?