And every time you notice the rivets on a pair of their jeans, at some level it reminds you of the Levi's story and the rich history of the product and the company. Ralph Lauren is trying to create history. His products all create a frame of mind and a persona. He's not selling saddles. He's using the saddle to tell a story.
Stories create connections for people.
Stories create the emotional context people need to locate themselves in a larger experience. A great brand has design consistency. They have a consistent look and feel and a high level of design integrity. They refuse to follow any fashion trend that doesn't fit their vision. And they're able to pull it off from one season to the next.