A couple of nights ago I watched Oprah’s interview with Ralph Lauren on his Colorado ranch. Mr. Lauren has made Ralph Lauren (the brand) represent the ultimate American Dream. The way R.L. 1* has been presented to the public is the epitome of genius marketing.
A common ideal instilled in many Americans, is the fantasy and pursuit of the “good life”. People in our country have always been fascinated with wealth, and the lifestyle it brings. Americans will do a lot to at least, feel like they can be a part of “The Dream”. R.L. has become a lifestyle brand representing all that is possible. With the use of simple, yet effective print ads R.L. shows a way of life that Mr. Lauren perceives as the idealized version of American life. People connect with Mr. Lauren’s view, and an original iconic company has been created.
Footnotes. 1* = I refer to the brand as R.L.