she changes her hair color, which has gone from dirty blonde to platinum to black to whatever it is today. Just when fans think theyve figured her out, she transforms again, keeping them intrigued, involved, and guessing what could possibly be next. That is her greatest brand promise-reinvention. By 1995, Madonna began a new era in her career and personal life. Her theatrical aspirations had found outlets before as a dramatic actress on Broadway in Speed the Plow, on the London stage, and in a costarring role with Warren Beatty in the movie Dick Tracy. In 1996, Madonna went on to star in the movie version of Evita, for which she won a Golden Globe for Best Actress. The soundtrack sold well, with     "Dont Cry for Me Argentina" and "You Must Love Me" topping radio station play lists. More important, the movie aided her evolu- tion from sexual being to upscale sophisticate, reaching mature, more upscale segments of the market. It also coincided with the birth of her daughter Lourdes, in 1996, fostering her new image of modern mother, and confirming it with the birth of her son Rocco, in 2000. Madonna remains sexy-she has just redefined sexiness according to her life stage. Today, Madonnas image boasts shades of June Cleaver or someone that Mr. Rogers, if he were still alive, might ask to serve milk and cookies to kids in the neighborhood. She even ap- peared on CNNs Larry King Live with her husband, answering ques- tions on parenting and expressing fairly traditional views on the differences between boys (they love cars) and girls (they love dolls and dressing up with makeup) and the need for children to have disci- plined, organized lives. She doesnt let her children watch television- books are better. In fact, she recently completed a deal to write five childrens books for Penguin. Although raised as a Catholic, even her spirituality has evolved. Now she is a proponent of Kabbalah, a form of Jewish mysticism incorporating the Old Testament and the foundational concepts of Jesus, the rabbi. When King asked her about her spiritual evolution, Madonna explained, "I was looking for something. I mean, Id begun practicing yoga and, you know, I was looking for the answers to life. Why am I here? What am I doing here? What is my purpose? How do I fit into the big picture? I know theres more to life than making lots of money and being successful and even getting married and having a family.... What is the point of my journey and everybody elses jour- ney... what does it all mean?"2 Many observers of current cultural trends see spirituality as a mainstream event occurring in American and other cultures. And, as usual, Madonna is on top of that trend, evolving from material girl to spiritual girl.       Diamonds Are for Everyone   Although a sexual positioning similar to Madonnas might be appeal- ing to some fans and work for brands such as Victorias Secret, Calvin     Klein, and Herbal Essences, others shy away from explicit sexiness.