SoulBrandingSM in the Media
Quoted in, and Authored
Rethinking Legacy: SoulBrandingSM 
Interview with Gary MacDougal
Uber-capitalist Gary MacDougal gets measurable results for thousands of people who have a hard time making it in society. Listen to him tell Elsie how he's put business know-how in direct service of his human heart...
May 5th, 2011
+ Watch a short clip
+ Watch the full interview
The Conversation that Anticipated
Occupy Wall Street
Authentic Business Begins Hear: Elsie interviewed by Neil Crofts and Paul Barthmaier
"What we're seeing now are the tectonic plates of our global society shifting. Those are plates of economic systems, political systems, environmental systems, and although it can be frightening (and I think for a while we as a people have been paralyzed by the shocks of the tectonic jolts), the good news is that there are openings under those plates: when they move, they create openings." - Elsie Maio
November 29th, 2010
+ Listen to clip: Authentic Values are Possible
+ Listen to clip: How Corporations Can Drive Social Change
+ Listen to clip: Best of the Interview
+ Listen to the full interview
Redeeming BP?
Elsie is interviewed in the largest media market in the US, led by the witty, award winning journalist David Brancaccio. Hear
an Rx for BP’s recovery from the spill: steps toward social business, not a celebrity stint in rehab.
November 3rd, 2010
SoulBrandingSM for Small Business: 
Live the L Word!
At the Dakin Business Group seminar, Elsie spoke with her neighbors about how their deep caring for customers was their natural source of innovation and advantage in the tough economic microclimate of Santa Fe, New Mexico.
May 18th, 2010
IPad's Widely Mocked Name Won't 
Stifle Sales
Branding experts say jokes that the iPad sounds like a feminine hygiene product won't keep women or men from buying the Apple tablet.
Elsie Maio, president of branding agency Maio & Co. in New York, calls the puns "sad." She says they never occurred to her nor to female colleagues...
March 28th, 2010
+ Download article (PDF file l 72K)
INSPIRE Magazine profile: Elsie Maio
"Values Visionary Sparking Integral Change in CEOs and Self"
In this first installment of an extensive, intimate interview, branding expert and business strategy advisor Elsie Maio talks about what it means for a company to put the well-being of humanity at the center of its identity and strategy, and why those that are doing so are finding great success, joy and fulfillment.
March 2010
+ Download article (PDF file l 152K)
Living Juicy!
Elsie Maio's SoulBrandingSM
Live broadcast interview by Rhea Goodman draws out examples of Maio's pioneering push toward Humanity, Inc.SM: in building cross-sector collaboration in Bermuda, transforming an Emmy award-winner into a social-impact enterprise, and empowering executives to resuscitate their 'feminine' brains for corporate innovation.
February 8, 2010
Beyond CSR – Change the DNA 
of Business
Elsie’s keynote speech at Athen’s Corporate Achievement Awards as reported by EBBF cites the Global Digital Demos as a self-organizing force driving the 'humanization' of business, with cases.
June, 2007
EBBF's comments were in response to the script of our speech
summarized here
McKinsey Breaking News
Alumna Elsie Maio interviewed on the trend toward 'feminine business;' and on the timely advantages of using social values as criteria for today's critical business decisions.
July 2009
Religion in the Office
DIVERSITY EXECUTIVE Magazine
June 2009, p.18
Elsie Maio details the immediate value of human values in today's roiling economy, with current examples, including Continental Airlines, and Jumpstart which produces the PBS weekly news show NOW with David Brancaccio.
+ Go to website article "Religion in the Office"
The Evolution of the Feminine Brand
PERSONAL BRANDING Magazine
May 2009, p. 23
Elsie reveals the new trend toward the 'feminization, not the womanization, of business today,' in this interview by pan-media journalist and work-life expert Judy Martin.
+ Download article (PDF file l 148K)
The Evisceration of Elliot Spitzer's Ethos: A Lesson
by Judy Martin
March 12, 2008
The True Soul of Business with Elsie Maio
Podcast interview by Jeffrey Milburn, Omniart Salon
January 6, 2008
SoulBrandingSM in the C-Suite
8 Guidelines for Values Branding
Zyman Institute for Brand Science, Goizueta Business School, Emory University
The Future of the Santa Fe Economy: A Model of 3rd Sector Collaboration to Weather the Economic Storm
Economic Forum Santa Fe November 2008
Elsie discusses how "The City Different" could rally its renowned scientific- , entrepreneurial- , and cultural capital with the 3rd Sector to hone its place in the sun for the long term.
Brandism: Impact of brand on the real estate market
AIA, Panel series moderated by Anna Klingmann
June 27, 2007 - NYC, USA
SoulBrandingSMin the C-Suite
Annual Workbook of International Chamber of Commerce
2006
Elsie Maio and SoulBrandingSM cited at LOHAS 10
Patricia Auburdene, Keynote at LOHAS 10 Conference
April 2006 - USA
In her Keynote speech at the LOHAS Conference, Patricia Aburdene, best-selling futurist and author of Megatrends 2010, urges her audience to learn about "brand guru Elsie Maio's" practical steps to integrating the social values people care about with their companies' high-performance goals.
Authentic Business
2005 - ES and UK
"In Elsie Maio’s view, 'brand' permeates all aspects of the corporation and therefore the values of the brand can serve as an effective touchstone for all corporate behaviours: in the Boardroom, in financial markets, in negotiations with employees, in customer interactions, in dialogue with other stakeholders. Moreover most corporations already have 'plumbing' in place (the organizational substructures and processes to manage their brand), that can serve as effective conduits for nurturing values-driven behaviours and measuring them."
Click here for the full article about SoulBrandingSM by Neil Crofts, author of the book Authentic Business
Experts expect branding to suffer:
Company faulted for moving slowly away from namesake
Boston Herald
2004 - USA
What happens to the Martha Stewart brand if the domestic stylesetter winds up crafting curtains behind bars? Can the company survive, now that its namesake is no longer at the helm? Elsie Maio weighs in.
Megatrends 2010:
The Rise of Conscious Capitalism
Patricia Aburdene, Pg 110-113
2004
Best selling futurist Aburdene interviews Elsie Maio on the leverage available to management in self-auditing the corporation's values -- and on other bottom line outputs of the SoulBrandingSMsystem.
+ Read what Patricia says about SoulBrandingSM
A Branded World:
Adventures in Public Relations and the Creation of Superbrands
Michael Levine, Pg 106-110, 166
2003
In his book, A Branded World, the author Michael Levine interviews Elsie Maio, the pioneer in strategic corporate branding, for a peek at coming trends. Maio believes that companies that authentically appeal to “the soul” will eventually be the rule, rather than today’s exception, as the public increasingly demands moral and community responsibility from the brands it patronizes.
Managing the Brand in the New Stakeholder Environment
Journal of Business Ethics
2003 - NL
Our definitive piece on the radical challenge to the practice of branding at the dawn of a new era of participative markets. Published in 2003, it anticipated the subsequent trends in Corporate Social Responsibility, 'Sustainability', Citizenship, and Ethics - and goes beyond to predict the essential alignment with blended values that will drive corporate credibility, innovation and the well being of the planet.
Seven Tribal Laws:
The need to orchestrate values
President and CEO Magazine
2003
The filmmaker Vern Oakley cites "branding guru, Elsie Maio" in describing the challenge that authenticity poses to today's CEO. She says, "It's like dancing the tango while leading the orchestra!"
Walking the Talk:
Authenticity at the heart of performance
Ethical Management Magazine
2003 - UK
Journalist David Liss interviews Maio in this article on best practices in ethical communication. Elsie emphasizes the essential connection between corporate authenticity and full-blown values audits.
Elsie Maio In Response
Radar, a publication of SustainAbility Ltd.
2003 - London, UK
SustainAbility Ltd invited us to comment on their branding edition of Radar. We think the US has a lot to learn from certain progressive guidelines adopted 'across the Pond'. But at the same time, business in the US has a chance to jump the learning curve by embodying authentic social values, not simply adopting a set of de rigour 'sustainable behaviours,' or CSR initiatives only loosely connected to the core of the business.
Capturing the Economic Value of Values
Design Management Institute Newsletter
2003
In the late 1990s, we first warned that wrenching social and economic trends would drive a new wave of corporate accountability. Today, the wise CEO addresses these and captures greater economic value by building practices around a set of values that blend high performance and social well being.
SoulBrandingSM: An interview with Elsie Maio
GAIN, Magazine of the AIGA
2002
In this 2002 interview by David Womack, Elsie Maio hurls a broadside at the Sustainability movement! She demonstrates how ‘CSR,’ ‘Sustainability,’ ‘Corporate Citizenship’ are a collection of commonly agreed behaviors. But they are not coherent, essential drivers of corporate decisions. The only reliable driver of an authentically socially responsible corporation is an honored set of social values that live through all its decisions. The SoulBrandingSM system is both a barometer of such authenticity, and a beacon for where it can lead.
SoulBrandingSM
GreenMoney Journal
2002 - USA
Socially responsible investors are committed to 'put their money where there values are'. Shining a light through the dynamics of corporate branding, Elsie Maio outlines an innovative framework to reveal the authenticity behind the Brand. By the same token, values-driven brand managers use this SoulBrandingSM roadmap to tighten the alignment of company behaviors with company values. She cites cases of The Body Shop, Novo Nordisk, among other leaders on this new path.
The 3 TenorRS:
Yali, Clarkson & Drucker Changing the Definition of Total Return to Shareholders
Ethics Centre Canada, University of Toronto
Prof. David Beatty
2001 - CAN
"Drucker + Maio = long term sustainable, strategic differentiation."
In this article, Professor of Strategy David Beatty pairs Elsie Maio with Peter Drucker, the father of modern management. Both argue for a more comprehensive humanistic value system at the core of a company's strategy.
SoulBrandingSM
Management Consultant Magazine
2001 - NL
A leading European business journalist, Reint Gaastra, interviews Elsie Maio about "her visionary concept of SoulBrandingSM" - a framework for integrating society's higher values into the corporate persona - and the relationship of business with the growing group of influentials who are actively striving to balance material rewards with socio-spiritual fulfilment.
Applied Brilliance Special Report
Architecture Magazine
2000 - USA
Deepak Chopra, Elsie Maio, the innovation expert Trevor Davis, the futurist Jim Taylor and several other "brilliant" thought leaders shared a panel on emerging paradigms, in a conference held at the brink of the Millennium. The sponsor, Architecture magazine, reports on Ms Maio's contribution.
The Next Wave: SoulBrandingSM
Design Management Institute
1999
Elsie Maio, Founder/President, Maio and Company, Inc.
This article urges CEOs to anticipate global society's emerging appetite for 'meaning' , and to authentically re-align corporate decisions with the innovative, 'soulful values' that motivate all their stakeholders. Its origin was Elsie's Keynote Address to the 10th Annual Corporate Identity Conference of the Design Management Institute, in Montreal, way back in 1998.
