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Beyond Branding is written by members of The Medinge Group

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December 19, 2005

Victoria’s Secret II: a how-to guide 

We’ve just posted a story on Victoria’s Secret at the online edition of —but it makes me wonder about the underwear . It’s extra­vagant, but the show, which was broad­cast a few weeks ago on CBS, looks garish. I can understand one house to represent one’s , but a dozen or more? Still, given that the roots are the catalogue, and the girls do look fantas­tic, the annual show and telecast—which must be the greatest ever made given its ratings—are a good example of extend­ing your brand using the .
   However, it’s a mega­bucks’ proposal. What of the every­day folks? In the years I’ve worked online—total­ling over 15—no one has actually used the to create a well-known . If I were to start a label today, I would try to create a career and a reputa­tion, much like those Popstars TV shows or even America’s Next Top Model. You could do it via blogging, and let word gradually filter out, or use the media to help you. The trick is not to go with the “obvious” (i.e. “glamour ”), unless that’s what your brand represents.
   You won’t become Victoria’s Secret, but you can create the mystique of the web’s most down­loaded woman with your own brand without spending tens of thousands of dollars an hour to secure the likes of .
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