I associate Polo with a more traditional, upscale image. But all products must grow in ways that keep up with the times. So color and dramatic polo player logos in signage and on the product have crept into the brand over recent years. When I ask women (my wife being the only one I associate with regularly) does she believe the newer brightly colored brands and aggressive oversized clothing graphics are for younger men, she believes not. So the Polo evolution is repositioning the brand almost without perceptible notice.

COMPARE directly to…
Fragrance Tester Goes Macho

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For Polo and Ralph Lauren by Title see…
Subdued Lauren Active Branding by Ralph Lauren
Polo Sport Signing Is Vertical Rather Than Horizontal
Polo Ralph Lauren® Creates A Custom Table and Drape
Polo Sport Camo Cap Headforms for Ralph Lauren
Ralph Lauren® Brands Its Sale Sign Inserts
Barre As Display Rack For Ralph Lauren®
Ralph Lauren® Barn Door Video Display
Ralph Lauren® Mobile Clothes Hanger Rack
Horse’s Ass Takes Center Stage at Polo Ralph Lauren®
Is Sad Ralph Lauren Vintage Valise Inherited or Rented?
Polo Ralph Lauren® Boat Prop as Prop
Ralph Lauren® Elevates Rain Boots
Wood Slat Pedestals at Polo St. Laurent
Crackle Finish by Ralph Lauren®
Pipe Fitting for Ralph Lauren Denim Supply
Ralph Laren® Brands Twins
Lauren by Ralph Lauren Bulk Binned
Technical Details of Polo® Technical Sock Display
Polo® Teddy Bear Branded Baseball Caps
Ralph Lauren® Branded Canvas
Polo Nautical Rigging Details
Hermes® vs Ralph Lauren® Polo Branding
Ralph Lauren Mystery Fixture
Relaxing at Ralph Lauren
World of Polo® in 3D
Football Branded Baseball Caps by Polo®
Polo Ralph Lauren® Cinched Three-Fer
Polo Ralph Lauren Cap Stand
Polo Ralph Lauren Christmas Tree
Ralph Lauren Metal Label Holder
Ralph Lauren® Polo Pony Branding
Antique Branded Tag for Polo®
Ralph Lauren® Brands Paint
Long-Stem Ralph Lauren
Ralph Lauren Polo at Play
Polo As July 4th Patriot
Polo Braided Scarf Tie for Men
Ralph Lauren Fluorescent Fanny
Ralph Lauren Kayak-in-a-Corner
Rock Climbing with Ralph Lauren
Polo Under-Shelf Hang Rod
Ralph Lauren® Denim and Supply
Fresh Polo® Colors on a Pole
Retail Safari for Pygmy Giraffes
Polo® Caps on a Pole
Sperry Top-Sider® Knot Ties
Surfing With Ralph Lauren
Polo Ralph Lauren In-Store Saddle
Polo Ralph Lauren Belt Cinch
Polo Ralph Lauren Subtle Smile
Polo Ralph Lauren Cap Basket
Polo® Androgynous Headgear
Polo® Scarf as Headband
Polo Ralph Lauren Floor Graphic For Summer Olympics
Polo® Sochi Styles for Women
Polo® Sochi Styles for Men
Polo®,  Varvatos®, Kors® In-Store Tag Team
Polo® Branding Gets Aggressive
Ralph Lauren® Hand-Chalked Signs
Polo Ralph Lauren in Gold
Polo® Winner’s Cup Psychology

For all Polo and Ralph Lauren resources see…
Polo Ralph Lauren Pinterest Board“ for a visual summary.
Polo Ralph Lauren Index Page” for all resources and links.

Polo Ralph Lauren FixturesCloseUp Pinterest Board

Personally I would have “forked” the brand and retained the long-term traditional position while launching new aggressively modern interpretations. I think the two, a more staid traditional representation and ultramodern in-your-face style could co-exist with separate fan bases. But it is well-known throughout the industry that I do not have the marketing savvy of Ralph Lauren. Good thing he never called for my opinion on branding.

Not said with any implication about the Polo Brand, for an interesting read SEE “Sometimes a Brand Isn’t Worth Saving: Here’s How to Tell” courtesy of www.fastcodesign.com.

Also see an interesting post and concept at “The Idea Doesn’t Get Less Good Over Time. We Just Forget Its First Impression” courtesy of Business2Commuunity.com.