THE POLO BRAND FROM RALPH LAUREN: WHAT IS YOUR STEPMOM BRAND?

Did you see Oprah interview Ralph Lauren?  Ralph Lauren is the creator of the Polo and RL brand of clothes.  They epitomize the American spirit and have a classical look and feel.  Today, the Ralph Lauren fashion empire is worth $10 billion dollars.  Mr. Lauren’s empire includes clothes, furniture, fragrances, towels, retail stores and restaurants.  It makes one ask:  what makes a brand?  Why is it incredibly cool to wear the Polo or RL brand?  Let’s face it, a Polo shirt is no different than any other collared short or long-sleeved shirt.  Right?

A brand is attractive because of the story that it tells.  The story may be ones that you create when you look at fashion.  It may be the story that you tell yourself when you wear that piece of clothing.  I would suggest that the story that you tell is a function of the artist who designed each piece.  The fashion absorbs the energy and dreams of the designer.  Listening to Ralph Lauren, one learns that he dreamt the American Dream.  He wanted to support his wife and children.  He dreamt of a home for his family and good schools for his children.  His dreams were no different from ours.  It is that American Dream that consumers feel when they buy a RL design.  The consumer may not be conscious of it.  But, at the end of the day, they are buying the energy.

Know your own parental brand.  Most importantly, the step mom should know their brand prior to marrying into a new, blended family.  The step mom brand will carry the tone of the family.  So, what is your brand?  What do you stand for?  Family first?  A happy, positive home?  Home-cooked meals?  Education for your children?  Where does money fit?  What type of attitude and energy do you represent?  Where are you marching?  What is your focus? Here is a suggestion for your family.  Why don’t you draw your brand? Explain your brand to your family.  Tell them what you stand for.  Who knows?  Maybe, there is a fashion empire in your future.