The story behind Ray-Ban's iconic status

Last week I was walking through the mall with my girlfriend when I spotted a teenager wearing classic Ray-Ban Aviators. Right beside him was his grandfather... wearing nearly identical sunglasses.

Btw, this is the 3rd edition of a brand breakdown series called Brick by Brick.

It hit me: How many products can connect generations like that?

This is not just about sunglasses. It's about building something that lasts. Ray-Ban started in 1937 with a simple goal: solve a real problem for military pilots who were getting headaches from sun glare at high altitudes. The solution was "Anti-Glare" glasses featuring green lenses that reduce glare while maintaining clear vision.

They didn't set out to be cool. They set out to be useful. But here's what turned a practical product into an iconic brand:

• They started with real utility: Unlike brands built on style alone, Ray-Ban solved an actual problem first. This gave them authentic credibility from day one.

• They created distinctive designs: The Aviator and Wayfarer silhouettes are instantly recognizable decades later. They didn't chase trends — they created timeless designs that stand apart.

• They embedded themselves in culture: When James Dean wore Wayfarers in "Rebel Without a Cause" and Tom Cruise rocked Aviators in "Top Gun," Ray-Ban wasn't just product placement — it became part of defining moments in popular culture.

• They evolved without losing identity: From the original military glasses to today's Ray-Ban Meta smart glasses, they've stayed modern while keeping their core aesthetic intact.

Most fascinating to me was the Wayfarer's journey. Released in 1952, it was considered too bold for its time. But instead of abandoning it, Ray-Ban patiently kept it in the lineup until the 1980s, when culture caught up and it exploded in popularity.

That kind of patience is rare today when we're all chasing quick wins. The lesson? Building something lasting requires more than clever marketing. It demands:

• Starting with genuine utility and purpose

• Creating a distinctive visual identity that can evolve but remain recognizable

• Finding authentic ways to become part of culture, not just interrupt it

• Having the patience to stay true to your vision even when results aren't immediate

When I work with clients on brand strategy, I see too many focused on short-term tactics rather than building something with staying power. They chase what's trending instead of defining what's timeless.

What could your brand learn from Ray-Ban's blueprint? Are you building something that could connect with both today's customers and tomorrow's?

If you're working on creating a brand with staying power, I'd love to hear what you're building. Just reply to this email.

Until next week,
— Shashank

P.S.

If you're serious about building a brand that lasts generations (not just campaigns), check out the brand engine masterclass. It's my step-by-step system for creating brands with real staying power.

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