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Get the Picture?

Portrait of a branding artist: how to market your products by marketing yourself first

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This story appears in the January 2003 issue of Entrepreneur. Subscribe »

He isn't as well-known as Martha Stewart. Of course, maybethese days, that's a good thing. But if Christopher Lowell, 47,hasn't become a household name since we last checked in withhim in 2000, he's sure in a lot of households, from his paintsold on the Home Shopping Network to his bed linens and bath towelssold at the Burlington Coat Factory. In fact, the items LosAngeles-based Christopher Lowell Enterprises sells are too numerousto mention here. Meanwhile, he has two shows on the DiscoveryChannel, The Christopher Lowell Show and InteriorMotives, which begat everything. Lowell funded the pilothimself in 1995 and now employs 75 people (he believes in teamworkand almost always says "we" instead of "me").But it's Lowell who's the brand. As he says, "I'ma classically trained pianist and a good actor, but in America,I'm known as 'that interior designer guy on TV.'"

What is the secret to successfullybranding yourself?

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