74 Breakthrough Branding website was launched, Blakely's mother accidentally steered her lunch guests to Spanks.com, a porn site! When Spanx finally found distribution in retail stores, women loved the saucy brand name and trendy shapewear that helped them cover up their saddlebags, stomach rolls, and upper arm jiggles. As your brand empire grows, you may need to create sub-brands for your company that reflect the sensibility of your umbrella brand. Spanx's Blakely also showed her naming chops in sub-brand names. She calls her lightweight girdle Power Panties, her activewear In It to Slim It, her legwear Tight-End Tights, her casual separates Bod a Bing!, and her lightweight undershorts Skinny Britches. mastering the name game Having a name that's different, memorable, meaningful, and conveys your brand's personality is critical in today's competitive marketplace. In 2005, entrepreneur Julie Flakstad came up with a new concept in hair salons