HOW TELEVISION AND BRANDING BECOME STICKY- ASSIGNMENT 3

For this assignment I firstly started my research in the library, using both cross search and by browsing the shelves. For this assignment I focused on the book The Tipping Point by Malcolm Gladwell I researched into how brands become more popular and become sticky. I started to browse the product design shelves then by reading the blurb on the back of the books was able to find the books which are with most relevance for my subject. I also researched online into different academic journals using the library database.

Bramston, D. (2009). Basics product design idea searching. Switzerland: AVA Publishing SA.

Explores subjects such as why we are drawn to certain brands and noticing certain target groups and how taking risks is an ideal part in searching for new ideas. This relates to back to the stickiness factor and how Sesame Street had to relate both to children and adults, therefore having to take risks.

Clarke, P. McAuley, A. (2010). Parental evaluation of popular brand names given as christmas gifts and sources of information used in these decisions. Journal of consumer marketing. 27 (6), p534-542

This article looks into what both parents want to buy children for Christmas and what the children really want for Christmas. While parents want to purchase traditional non branded toys for there children, children want the branded products as these are recognisable from toy advertisements. Children see branded products as a positive thing not only are they functional but they have a symbolic and emotional connection for the child. This explains why Sesame Street is not only a television programme but a brand as children feel a connection therefore crave these products.

Gulari, M. (2008) Killer products in the market ecosystem: the role of design in killer products, The Design journal, vol 11(3), Berg publishers: Oxford, pp239-254

Explores the similarities between killer weed and killer products. Examples of iPod, QWERTY keyboard and PCs are evaluated and there is a greater understanding of the designers impact on products. This refers to Sesame Street as they produced a wide variety of different products which became sticky. 

Jones, J. (1992). Design methods. 2nd ed. Canada: John Wiley & sons, Inc.

Using creative and scientific techniques this book explores methods that suit certain design situations so that it is easier for designers to associate well in different areas of the industry. This refers to Sesame Street as many scientific experiments were done to see what children where interested in on the television and what wasn't relevant for them so they could cut parts from the show. 

Noble, C. Kumar, M. (2010). Exploring the appeal of product design: a grounded, value-based model of key design elements and relationships. Journal of product innovation management. 27 (5), p640-657

Highlights that there is much more to design than function and form. One of the key factors to successful branding is to have many people behind the scenes to look into research and marketing. Many elements of Sesame Street were looked through by researchers, product designers, costume designers, interior designers, etc.

Lambie, M. (1997). Brand identity for television with knobs on. London: Phaidon Press Ltd.

This book provides an insight into television design and how popular scenes including certain identities, sequences and symbols. It also discusses how the programmes must create a relationship with the viewer. Researchers from Sesame Street looked into how the children interact and engaged with the programme.

Mittal, V. Walsh, M. Winterich, K. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. The journal of product & brand management. 19 (2), p640-657

Examines the impact that brand logo's have on the consumer. When changed committed customers mostly respond negatively to this as most people dislike change to products they already react so positively towards.