sitcoms and by Hollywood stars. It draws megadoses of media attention. It causes chaos when it arrives in households, as brothers duke it out for first viewing rights. Reactions from raving fans have made the catalog and the brand the standard of sexiness in main- stream America. Taking underwear from the "unmentionables" category to the "talked-about" category and thereby redefining the lingerie market, Victorias Secret represents true brand authenticity among its fans. Its authenticity is bolstered by a diverse portfolio of models from Clau- dia Schiffer (the German classic blonde) and Tyra Banks (African- American) to Yasmeen Ghari (Canadian, Pakistani, and German all in ma d onna a nd n e i l d i a mond : s ex i n br a nd i ng | 195     one) and Karolina Kurkova (the latest tall, blonde Czech). Individu- ally, they represent many personalities and definitions of beauty. Col- lectively, they give the Victorias Secret brand a culturally diverse but global personality of sexiness, sophistication, and beauty. Victorias Secrets brand authenticity allows it to evolve without alienating its fans. Similar to the challenges Madonna faces in main- taining a sexy image, Victorias Secret battles against consumers changing tastes and perceptions of what is cool or sexy. New colors, fabrics, styles, scents, and visuals need to continually redefine sexi- ness, because what is hot today may be humdrum tomorrow. Sexi- ness can also mean cotton briefs, boxers, flannel nighties, and boxy pajamas, all of which have been incorporated into the line in recent years. Victorias Secret knows that selling sex works only on a limited basis; it may intrigue customers enough to try a product once, but if the product isnt world class or falls below expectations, chances are repeat purchases and loyalty wont ensue. Therefore, its products need to feel good, look great, pleasure the wearer, and hold up to wear, tear, and washing. In the stores, customers need to feel com- fortable selecting and buying intimate apparel, an uncomfortable experience for many people. The steward of the Victorias Secret brand is Victoria herself. This fictitious creature wanders the halls and collective minds of the Victorias Secret home office, representing the guiding force of what the brand needs to be to connect with customers. Victoria represents the lifestyles, dreams, and aspirations of her customers. And she is ever present among associates as they design lingerie, buy products throughout the world, and plan stores in locations where she would want to shop. Everyone involved in brand man- agement can always return to the question, "What would Victoria do? What would she like?"     Touching Fans with the Brand   The Victorias Secret brand is a 360-degree experience, creating an extrasensory connection with customers at many levels. Under the leadership of Ed Razek, president of marketing and creative services, Victorias Secret has fashioned an "octopus" approach to branding, in 196 | B r a nd s Th at Roc k