the personal footsteps of Wexner, Limited Brands topped the list of specialty retailers in Fortune magazines list of 2003 Worlds Most Ad- mired Companies, due in part to its intense focus on social responsi- bility. One such initiative is an outgrowth of Governor Tafts Ohio Reads initiative. Hundreds of company associates volunteer one hour per week in a classroom for one school year, teaching on company time, with the company underwriting all program expenses. Each associate tutors two children for half an hour each week, with another associate duplicating that with the same two students on another day. Its a practical example of how to manage a Madonna-type brand with Diamond-type values.       Orchestrating the Perfect Brand Concert   Victorias Secret boasts a growing base of fans that evangelizes others; it embodies an image like no other; it exemplifies functional excel- lence to execute brand promises. Its a brand that rocks, generating as much buzz among its shareholders as the supermodels do among fans and media. The lesson for everyone is that brand strength, market share, and profitability arise from Limited Brands strict commitment to three major initiatives:    Maintaining its brand dominance through constant innovation in products with integrated brand marketing in a wide variety of media.    Increasing the presence of its brands through stores, catalogues, e-commerce, and international supply chain excellence, and the ma d onna a nd n e i l d i a mond : s ex i n br a nd i ng | 201     delivery of consistently superior in-store and e-commerce expe- riences.    Constantly focusing its business units on dominant brands. This includes growing some brands (as with Limited Stores, Express, and more recently Victorias Secret) and spinning off others (as with Lane Bryant and Limited Too) to maintain a portfolio that is relevant and attracts fans.   Leslie Wexner is a brand leader who not only understands innova- tion and how to reinvent brands; he knows how to communicate his vision to others and assemble teams to coordinate and execute brand strategy. He expresses succinctly the strengths of the firm he founded over 40 years ago; "Clearly, brands win and we have some of the most compelling brands in retailing. Well planned. Well bought. Well coor- dinated. Well displayed. Well marketed. Well done." Well said, Mr. Wexner; well said.         Die Another Day