Nice Sweater, Neighbor

I am absolutely fascinated by the power of branding. I love the way that something so simple can have such a powerful meaning – a meaning you may not even realize you know.

David Newell, the public relations director for Family Communications, Inc. (the nonprofit company founded by Mr. Rogers in 1971), has requested that everyone wear a sweater on March 20th, the day that would have been Mr. Roger’s 80th birthday. FCI’s Margy Whitmer explains, “We wanted to recognize Fred in a way that would reflect his deep appreciation of what it means to be a caring neighbor.” How interesting that they chose an article of clothing rather than cleaning up the neighborhood or perhaps helping a neighbor. Too much to ask for? The sweater, especially that red zip up one, is synonymous with neighborly love. Mr. Rogers is branded in such a way that a person wearing a sweater will be thought of as a good person despite past grievances.

I remember watching Mr. Rogers when I was very young. We had quality shows back then. One of the most common topics among my friends is the shows we used to watch. For someone who did not watch much growing up, being able to talk about children’s programs has served me well. From “Doug” to “Are You Afraid of the Dark?,” these shows were landmarks in our blurry childhood. Doug is still a popular Halloween costume at parties. What children shows today are worth remembering in 15-20 years? I suppose Hannah Montana might make a stamp in young girls’ minds. Dual-identity characters have always been popular. When I was growing up the big thing was to have super powers like Alex Mack. How awesome it would be to morph into a shiny puddle. Boys and girls could relate to that desire to have magic powers. But now the desire for girls is to be a superstar. What about just being a kid? Or a “good neighbor” for that matter? Perhaps on March 20th the little ones can get a lesson from the older folk – a lesson that tv doesn’t necessarily teach anymore.

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