Hugh Hefner was the face of America’s sexual revolution, and his bow-tied bunny was the official logo. He died Sept. 27 at the age of 91 from natural causes after living a robust life. While some may rightfully accuse him of objectifying women for profit, he was also an advocate for civil rights, freedom of speech, and the pursuit of pleasure.

And in the business world, Hefner was a world-class marketer. In fact, one of his last requests was so on-brand, it’s almost too obvious.

Hefner’s final resting place will be next to Hollywood icon Marilyn Monroe at the Westwood Village Memorial Park cemetery in Los Angeles.

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