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The concept of Soul Branding,SM as coined by Elsie Maio of Maio and Company Inc., refers to “aligning corporate behavior with the higher social values in a profitable manner.” Jeffrey Durgee expands on Maio's idea with five kinds of emotional connections: with one's past, with one's self, with the otherworldly, with loved ones, and with humankind and the planet we live on. He defines the attributes of each area and amplifies his analysis with a spectrum of illustrations. The implication of this study is that the “deeper” meaning of soul brands translates into stronger brands.
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Jeffrey F. Durgee (2001) studied this question.
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