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.
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.